구매과정에서 느낀 선택의 어려움과 예상된 후회감이인터넷 쇼핑몰 이용고객의 만족과 충성도에 미치는 영향

Abstract

This research focuses on the negative emotions consumers experienceduring their decision making process. The conceptual and theoreticaldiscussions were derived largely from recent research in decision making andesearchshows the fact that choice difficulty and anticipated regret have differenteffects on customer satisfaction and loyalty.It also shows that, while decisiondificulty directly influences both customer satisfaction and loyalty, anticipated regretdirectly influences only customer satisfaction. Tcustomer satisfaction and loyalty was found. It concludes with a discussion of theimplications of the research findings and directions for future research.