This research aims to examine consumer e-deal proneness and anticipatory regret toward ‘daily deals’ offers from group buying websites. Data collected from a consumer panel yielded 787 useable questionnaires which were analysed through Structural Equation Modelling. The results suggest that the antecedents, namely price consciousness and susceptibility to interpersonal influence have a strong and positive influence with consumer attitudes towards e-deals. The results are validated across three different product categories (i.e., beauty, food, and travel). Consumers with favourable attitudes towards daily deals are more likely to purchase them. Furthermore, the results suggest no significant difference in consumers’ intention to buy daily deals when the consumer has to evaluate between high vs low regret circumstances. The findings suggested many practical lessons for planners of marketing strategy for the retail and e-commerce marketplace in an international context.

New-born “masstige collaborations” are the temporary partnerships between luxury brands and mass-market retailers (e.g. H&M-Balmain, Missoni-Target, Luck et al., 2014), characterized by limited duration and supply. Borrowing Silverstein and Fiske’s definition of masstige (2003), in the case of masstige collaborations one luxury brand (“prestige”) and one mass-market retailer (“mass”) collaborate for creating a limited amount of items (e.g. a capsule collection) to be sold via the mass retailer, at a premium price, and for a limited period of time. Interestingly, no study so far has empirically proved consumers’ reactions towards this marketing practice, especially from the perspective of consumers of the mass-market retailer not able to purchase anything. Given the nature of masstige collaborations (limited supply and short availability), not all consumers can manage to buy products during these sales. The missed purchase can lead to two different cognitive states, broadly categorized into regret (e.g. Simonson 1992) and frustration (e.g. Strebel et al., 2004). On one side, consumers experiencing a non-purchase may regret that, feeling self-blame and engaging in ameliorative behaviors (second chance) for achieving the desired outcome (Zeelenberg et al. 2001). On the other side, non-purchase can also be translated into frustration, caused by external circumstances not under a person’s control (e.g. caused by a company), where people rely on blame attribution (e.g. Roseman, 1991) abandoning the outcome they wanted to achieve. We therefore ask ourselves what happens when consumers do not manage to purchase products of the masstige collaboration collection and how they react to such feeling, especially when they attribute the missed purchase to causes not attributable to themselves and experience frustration. What drives consumers in experiencing frustration vs. regret? Which are the antecedents of frustration and the coping strategies consumers employ? To answer these questions, we analyzed 780 posts written on Twitter during a masstige collaboration carried out in the fashion sector (H&M-Balmain). The qualitative analysis especially shows the negative feelings emerged during the partnership toward the mass-market brand (i.e. frustration and its antecedents). Further, we propose a new theoretical model, i.e. the “regret-frustration model”, emphasizing which are the causes that let consumers experience frustration (vs. regret) and which the coping strategies might be.

When choosing, people often anticipate how they might feel about future outcomes, and use those feelings as guides to choices. Although the impact of emotions on decision-making is well-documented, both theoretically and empirically, relatively limited efforts have been made to quantitatively incorporate such anticipated emotions, specifically regret, into the discrete choice model, which is a workhorse for investigating various consumer choices in marketing. Regret theory suggests that the most relevant emotion in the context of decision-making is regret, which is the emotion that we experience when realizing or imagining that our current situation would have been better, if only we had decided differently. Consumers are known to be regret-averse and motivated to avoid regret. What is unique about regret is that it is directly linked to the choice or decision at hand, while other emotions relevant to decision-making may occur in the absence of a decision because these emotions are related to aspects of outcomes or uncertainty. In transportation science, a new econometric, multinomial, multi-attribute reference-dependent discrete choice model of random regret minimization (RRM) based on regret theory has recently been proposed. In this paradigm, individuals are assumed to make decisions so as to minimize the anticipated regret, which is experienced when a foregone alternative performs better than the chosen alternative at attribute-levels. However, there have been limited efforts to utilize the RRM to investigate consumers’ choices although marketing has long been interested in understanding consumers’ choices. Furthermore, despite the growing interest in the RRM in other disciplines, relatively little is known about the potential drivers for the decision rules of utility-maximization and regret-minimization. In this research, we attempt to shed light on a potential consumer-specific driver for decision rules between random utility maximization and random regret minimization in discrete choice modeling to gain a better understanding of consumers’ decision process, while introducing the RRM in the marketing domain. Specifically, we investigate what types of consumers are more likely to be regret-minimizers or utility-maximizers based on regulatory focus theory. We posit that chronically prevention-focused consumers are more likely to be regret-minimizers while chronically promotion-focused consumers are more likely to be utility-maximizers. We employ a latent class modeling framework to incorporate structural heterogeneity of decision rules to test the hypotheses using a discrete choice experiment on US residents. Notably, while the hypotheses are supported, a portion of prevention-focused consumers are in fact more likely to be utility-maximizers rather than regret-minimizers, indicating that the consumers’ regulatory focus is not entirely mapped with the decision rules on a one-to-one basis. The empirical finding further suggests that consumer-specific variables other than consumers’ chronic regulatory focus may be useful for identifying a regret-minimizing segment.

The main purpose of this research is to explore the effects of usage frequency on the intention to reuse membership service while having perceived value play a role as a mediator. Usage frequency of membership services can affect consumers' fairness judgment. The more opportunities consumers have to perceive the fairness of a service, the more likely it is that they will choose to receive the identical service from the same provider in the future, since they form a positive attitude toward the service. In addition, the perceived value of the consumer can lead to the reuse of the service because it gives satisfaction to the consumer. Another objective of this research is to examine the moderating effect of regret and guilt on the relationship between perceived value and the intention to reuse membership service. Consistent with regret literature, if consumers perceive a consumption value that is smaller than the initially expected consumption value when using a membership service, they will regret the use of the service. Further, negative emotion such as regret often lead to negative attitudes and behaviors of consumers. Thus, as consumers feel regret, their willingness to use the membership service will continue to decrease. On the other hand, consumers experience guilt when they benefit from an unfair process (Krehbiel and Cropanzano, 2000). Similarly, when consumers judge that they have exceeded the usage frequency of membership service based on social norms or ethical principles of individuals, they will perceive unfairness. Consumers may try to offset their negative emotion by continuing to use identical membership services even after the end of the contract period as compensation for their guilty feelings. Thus, as consumers feel guilt, their willingness to use the membership service will continue to increase. This study proposes practical implications that a firm operating a membership service program can encourage a positive response of consumers in their service process by theoretically identifying the intrinsic process related to consumers' intention to reuse the service.

In this study, the effects of anticipated regret and perceived uncertainty on price sensitivity or purchase hesitation in overseas purchasing are analyzed along with the effects of price sensitivity on purchase hesitation. The survey was conducted among internet fashion consumers with experience in overseas purchasing and 480 responses were used in the data analysis. The results showed the psychosocial anticipated regret positively influenced the price importance, and the service, product and psychosocial anticipated regret positively influenced the price search. The preference and psychology uncertainty positively influenced the price importance, and the information and psychology uncertainty positively influenced the price search. The price importance positively influenced payment stage hesitation and shopping cart abandonment, and the price search positively influenced purchase hesitation in overseas purchasing. The functional, service and psychosocial anticipated regret positively influenced payment stage hesitation, and the service and psychosocial anticipated regret positively influenced shopping cart abandonment and overall purchase hesitation. In addition, the perceived uncertainty positively influenced the payment stage hesitation, and the information and psychology uncertainty positively influenced the shopping cart abandonment and overall purchase hesitation. The results of this study will be helpful for developing the marketing strategy for customer relationship management for overseas internet shopping web-sites.

There is a general consensus in the literature that impulse buying is normatively wrong, but accounts for a substantial volume of the goods sold every year across the broad range of product categories, including fashion products. Research revealed that young consumers particularly contributed greatly to the increase of impulse buying. While lack of self-control has been found strongly associated with the unplanned nature of impulse buying, with an environment of abundance and consumerism, self-indulgence, rather than lack of self-control, may become a more important driver for impulse buying for modern consumers (Sharma, Sivakumaran, & Marshall, 2011). Therefore, the purpose of this study is to investigate how self-indulgence influences young consumers’ impulse buying and the post purchase consumer regret. This study also aims to test the role of fashion consciousness in the relationship between young consumers’ self-indulgence and impulse buying for fashion products. Self-indulgence is considered a hedonistic tendency, which includes enjoying spending money on oneself, buying things for one’s own pleasure, and trying to enjoy life (Sharma, Sivakumaran, & Marshall, 2011). It was recognized as one of the two opposing cognitive forces leading to impulse behavior (Miao, 2011). While the impulse to purchase is comprised of anticipated pleasures and immediate gratification (Rook, 1987), ironically, consumer regret is one of the major emotional consequences associated with impulse buying. There are two types of consumer regret: cognitive dissonance, resulted from an immediate post-purchase comparison of what was purchased versus the other available alternatives, and consumer guilt, related specifically to the consumption decision situations. Literature suggested that individuals show interest in fashion products with the belief that fashion products will contribute to their appearance, image, and/or bring enjoyment to their life (Workman & Kidd, 2000). In that same token, an individual with high self-indulgence tendency is more likely to show interest in fashion in hopes of identifying fashion items for indulgence purpose. Moreover, this indulgence motivated fashion consciousness will more likely lead to high impulse buying for fashion products. Based on the literature, hypotheses were developed for this study as represented in the following figure. Data was collected using a survey of college students majored in textile/fashion management at a large southeast university in the USA. A total of 190 surveys were distributed and returned. The majority of the subjects were females (73.7%), white (74.7%), and held part-time work (56.7%). Existing scales were adopted to measure self-indulgence (Sharma, Sivakumaran, & Marshall, 2011) and fashion consciousness (Bruner & Hensel, 1998). Impulse buying behavior and post-purchase regret were measured by asking subjects to retroactively recall their shopping trips for fashion products during the past three months. A group of items developed by the researchers were used to measure both the impulse buying behavior and consumer regret. A Confirmatory Factor Analysis (CFA) was first employed to assess the psychometric properties of the constructs. Overall, the fit indices of the measurement model were acceptable (NFI=0.86, IFI=0.935, RMSEA=0.066, CMIN/DF=1.7). A Structural Equation Modeling (SEM) was conducted to test the relationship proposed in the hypotheses. To test the mediating effect of fashion consciousness on the relationship between self-indulgence and impulse buying behaviors, a bootstrapping bias-corrected confidence interval procedure was conducted. Overall, the fit indices of the SEM model were acceptable (CMN/df=1.338, NFI=0.90, IFI=0.97, RMSEA=0.044). The SEM results suggested that self-indulgence had a significant influence on impulse buying for fashion products directly and indirectly via fashion consciousness. The impulse purchase behavior had a positive influence on the consumers’ feeling of guilt for the impulse purchase behavior, while no significant influence was found on cognitive dissonance. This research makes several contributions to the literature of impulse buying. First, the study suggests that consumers’ self-indulgence exerts significant direct and indirect influences on consumers’ impulse buying for fashion products. This result may provide an explanation to the phenomenon of increasing impulse buying behavior in the marketplace, even though it is widely considered as a “misbehavior”. Secondly, this study suggests a significant mediating role of fashion consciousness in the relationship between self-indulgence on consumers’ impulse buying for fashion products. The abundance of fashion products in the market and the appreciation of the social and affective function of fashion products contribute to the chain effect from self-indulgence to fashion consciousness and finally to impulse purchase for fashion products. Third, this study confirms the negative guilt feeling resulted from the impulse buying behavior.

The purposes of this study were to investigate the influences of need for cognition (NFC) and fashion leadership on regret after purchasing fashion goods in female consumers and examine the relationships between regret and its dependent variables (i.e., dissatisfaction, regret resolution, and rebuying intentions). Data collection was conducted through a survey for females in their 20s~40s, and 642 questionnaires were used for final data analyses in which frequency analysis, factor analysis, reliability analysis, and regression were applied using SPSS 14.0. The results were as follows. The higher NFC was or the lower fashion leadership was, the higher the degree of regret, as NFC and fashion leadership both had a significant influence on regret. In terms of the dependent variables, the higher the degree of regret, the higher the degree of dissatisfaction and ultimately the lower the rebuying intentions. In addition, the influence of regret on regret resolution and the influence of regret resolution on rebuying intentions were significant. This study verified that consumers’ characteristics and feelings of regret had a significant influence on their buying behavior of fashion goods. The results suggest that consumers’ feelings of regret (which influence consumer satisfaction and rebuying intentions) should be considered in terms of competitive marketing strategies at fashion companies.

Finding the critical path (or the longest path) on acyclic directed graphs, which is well-known as PERT/CPM, the ambiguity of each acr’s length can be modeled as a range or an interval, in which the actual length of arc may realize. In this case, the min-

This study focused on examining methods for the favorable relationship between internet shopping mall and customers from a point of view that it was necessary for internet fashion market getting faced with keen competition to change its marketing focus from securing new customers to customer retention strategies. Measurement instruments were selected to measure these variables and a questionnaire was made. Data was collected in 491 men and women in their twenties residing in Gwangju city using the questionnaire. The analysis results were summarized as follows: First, in the failure to purchase fashion products in internet shopping mall, as consumer's favorable internet shopping attributes, their possibility of complaining and repurchase intentions became higher, and had negative effect on regret and dissatisfaction. Second, attributions of the result of a failure to purchase fashion products in internet shopping mall were found to increase regret and dissatisfaction. Third, customers experiencing regret and dissatisfaction showed a very high possibility of complaining but their possibility of repurchase intentions had negative affect.

Finding the critical path (or the longest path) on acyclic directed graphs, which is well-known as PERT/CPM, the ambiguity of each acr's length can be modeled as a range or an interval, in which the actual length of arc may realize. In this case, the min-max regret criterion, which is widely used in the decision making under uncertainty, can be applied to find the critical path minimizing the maximum regret in the worst case. Since the min-max regret critical path problem with the interval arc's lengths is known as NP-hard, this paper proposes a heuristic algorithm to diminish the maximum regret and the computational experiments shows the proposed algorithm contributes to the improvement of solution compared with the existing heuristic algorithms.

Finding the critical path (or the longest path) on acyclic directed graphs, which is well-known as PERT/CPM, the ambiguity of each acr's length can be modeled as a range or an interval, in which the actual length of arc may realize. In this case, the min-max regret criterion, which is widely used in the decision making under uncertainty, can be applied to find the critical path minimizing the maximum regret in the worst case. Since the min-max regret critical path problem with the interval arc's lengths is known as NP-hard, this paper proposes a heuristic algorithm to diminish the maximum regret and the computational experiments shows the proposed algorithm contributes to the improvement of solution compared with the existing heuristic algorithms.

Disassembly of products at their end-of-life (EOL) is a prerequisite for recycling of remanufacturing, since most products should be disassembled before being recycled of remanufactured as secondary parts or materials In disassembly sequence planning of E

목적: 이 연구의 목적은 한국과 중국 엘리트 수영선수들을 대상으로 시합결과에 대한 결과귀인 및 패배 귀인과 사후가정의 관계를 규명하는 것이다. 방법: 연구 대상은 2016 - 2017년도 한국과 중국 수영협회에 등록된 207명의 엘리트 수영선수들이다. 결과: 첫째, 결과귀인에서 한국과 중국 선수들 모두 상대실력을 낮게 귀인한 선수들이 상향적 사후가정을 더 많이 하는 것으로 나타났다. 반면, 한국선수들의 경우 자기 실력 귀인을 많이 할수록 상향적 사후가정이 많은 반면, 중국 선수들은 집단 간 차이가 없는 것으로 나타났다. 둘째, 한국과 중국 선수들 모두 자만심 패배귀인이 높을수록 더 상향적 사후가정을 하는 것으로 나타났다. 그러나, 한국 선수들의 경우 팀웍 귀인이 높을수록 타인관련 상향적 사후가정을 한 반면, 중국 선수들은 팀웍과 관련해서 집단 간 차이가 발생하지 않았다. 또한, 한국 선수들의 경우 컨디션 귀인을 할수록 하향적 사후가정을 한 반면, 중국 선수들은 타인관련 상향적 사후가정에 유의미한 차이가 있는 것으로 나타났다. 셋째, 상향적 사후가정에 유의한 영향력을 미치는 패배 귀인은 한국 선수들의 경우, 우리 실력 혹은 팀웍이고 중국 선수들의 경우 자만심과 컨디션으로 나타났다. 논의: 한국과 중국 선수들의 결과에 대한 공통점과 차이점을 비교문화적인 측면에서 논의했으며, 타당성 있는 척도 개발 및 비교문화 후속 연구를 제언했다.

본 연구의 목적은 운동선수들을 대상으로 분석적-종합적 사고와 사후가정의 관계를 검증하는 것이다. 연구 대상은 중·고·대학생 운동선수들 418명(남 284명, 여학생 134명, 단체종목 234명, 개인종목 184명)이며, 분석적-종합적 사고 질문지와 사후가정 질문지를 배포하고 수거하였다. 분석적-종합적 사고에 따른 사후가정의 차이를 살펴보기 위하여 다변량분석을 실시했으며 이들 변인간의 관계와 영향력을 규명하기 위하여 상관분석과 회귀분석을 실시했다. 연구결과 첫째, 분석적-종합적 사고에 따라서 사후가정은 차이가 있는 것으로 나타났으며 주로 서양적인 분석적 사고가 강할수록 자기와 관련된, 동양적인 종합적 사고가 강할수록 타인과 관련된 사후가정을 하는 것으로 나타났다. 둘째, 분석적-종합적 사고와 사후가정 및 이에 대한 하위요인들은 대부분 상관관계가 있는 것으로 나타났다. 셋째, 분석적-종합적 사고는 사후가정에 영향을 미치는 것으로 나타났으며, 갈등태도-인과성 요인이 가장 강력한 예언변수로서 분석적 사고는 자기와 관련된 사후가정에는 정(+)적으로, 타인과 관련된 사후가정에는 부(-)적으로 영향을 미치는 것으로 나타났다. 결과를 바탕으로 분석적-자기관여적 사후가정, 종합적-타인관여적인 사후가정의 설명을 제시하여 비교문화적인 측면에서 선수들의 후회심리학을 살펴보았으며, 선수들의 후회심리에 대한 다양한 연구자들의 관심을 제언했다.

본 연구의 목적은 종목과 승패 결과에 따른 사후가정 및 이에 대한 정서와 시합중요도의 차이를 밝히고 승패결과와 개인의 성취목표 성향에 따라서 사후가정 정서가 달라지는지 그리고 성취목표 성향이 사후 가정의 방향성에 어떠한 영향을 미치는지 규명하는 것이 목적이다. 연구참여자는 축구선수 96명, 댄스스포츠 선수 98명 등 총 194명이다. 이들에게 사후가정 질문지 성취목표성향 질문지를 배포하여 자료를 수집했다. 수집된 자료를 분석하기 위해 기술통계치를 제시하고, Χ2, 독립 t-검증, 다변량분석(MANOVA), 이분형 로지스틱 회귀분석을 실시했다. 연구 결과는 다음과 같다. 첫째, 승리상황에서는 상향적 사후가정이, 패배상황에서는 하향적 사후가정이 나타났으며 이러한 결과는 종목에 따라서 차이가 있는 것으로 나타났다. 둘째, 선수들의 사후가정과 관련된 시합의 중요도는 모두 높은 것으로 나타났다. 셋째, 승패결과에 관계없이 상향적 사후가정의 후회정서가 더 낮은 것으로 나타났다. 넷째, 숙달성향은 상향적 사후가정과 수행성향은 하향적 사후가정과 관계가 있는 것으로 나타났다. 본 연구의 결과를 토대로 논의했으며, 본 연구의 한계점 및 후속 연구자에 대한 제언을 제시했다.