Anticipated Regret in the Purchase of Secondhand and Counterfeit Product

Abstract

The purpose of this study is how consumers can minimizing negative emotion they will probably experience. One of negative emotion that consumers could experience is regret. When consumers develop a mechanism to anticipate future regret after buying decision, it is called anticipated regret. This research identifies how anticipated regret affects consumer choice between two risky buying decisions, which are counterfeit product and secondhand product. This research also investigates whether perceived risk mediates the effect of anticipated regret on consumers' choice. Experimental design is used with 120 participants. The result of the analysis shows that anticipated regret significantly affects perceived risk, anticipated regret has negative significant effect toward purchase intention, and perceived risk also negatively affect purchase intention. The bootstrap results indicate that perceived risk mediates the effect of anticipated regret on consumers' choice. Managerial implications and suggestions for future research then will be delivered. AbstrakTujuan dari penelitian ini adalah bagaimana konsumen dapat meminimalkan emosi negatif yang mungkin akan mereka alami. Salah satu emosi negatif yang bisa dialami konsumen adalah penyesalan. Ketika konsumen mengembangkan mekanisme untuk mengantisipasi penyesalan di masa depan setelah keputusan pembelian, hal tersebut disebut sebagai anticipated regret. Penelitian ini mengidentifikasi bagaimana anticipated regret mempengaruhi pilihan konsumen antara dua keputusan pembelian yang berisiko, yaitu produk bajakan dan produk bekas. Penelitian ini juga menyelidiki apakah risiko yang dirasakan memediasi pengaruh anticipated regret pada pilihan konsumen. Desain eksperimental digunakan dengan 120 peserta. Hasil analisis menunjukkan bahwa anticipated regret secara signifikan mempengaruhi risiko yang dirasakan, anticipated regret berpengaruh negatif signifikan terhadap niat beli, dan risiko yang dipersepsikan juga secara negatif mempengaruhi niat beli. Hasil bootstrap menunjukkan bahwa risiko yang dirasakan memediasi efek dari anticipated regret terhadap pilihan konsumen. Implikasi dan saran manajerial untuk penelitian masa depan kemudian akan disampaikan.

Which predicts worker’s health behavior more strongly in the COVID-19 pandemic, anticipated regret or risk perception?

“…Li et al [28] established a link between risk perception, regret anticipation and gambling intentions. Kurniawati's [29] research discovered that regret anticipation has an effect on risk perception and that risk perception has a significant effect on risky decision making as a mediator. Ritov and Baron [30] explain that, while the risk of vaccination is less than the threat of contracting a disease that can be fatal, anticipated regret behavior can cause people to refuse vaccination.…”