The Effect of Counterfactual Thinking on Post-purchase Behavior of Retail Management

The Effect of Counterfactual Thinking on Post-purchase Behavior of Retail Management

Purpose - This study focused on the effect of counter-factual thinking on post-purchase behavior producing consumer regret at HMR selection and purchase. We have analyzed the factors that HMR production and distribution businesses should consider because distribution and marketing strategy reflecting consumers demand. Research design, data, and methodology – For the purpose of carrying out this research, we conducted a direst structured questionnaire to students at ‘J’ college. A total of 237 valid questionnaires were collected for students and their parents at J university. For the hypothesis test, exploratory factor analysis, t-test, regression and structure equation path analysis were performed. Results - The consumers who often resented HMR purchase did counter-factual thinking on post-purchase behavior were likely to do switching purchases. Counter-factual thinking on post-purchase behavior had a negative influence upon consumer s satisfaction with HMR safety and marketing characteristics. Conclusions - Consumers who had been satisfied to a certain degree might have cognitive dissonance of minor mistakes of HMR product were likely to have downward counter-factual thinking through contrast effects. Therefore, HMR producer and distribution businesses that had production, distribution and marketing strategy to satisfy consumers by raw material, freshness and safety were likely to switch to another product at one time mistake of selection, purchase and use.