ABSTRACT

This study investigates the relationship between online buyers’ affective responses (guilt andregret) and behavioral responses (intention of purchase hiding, intention of returning item, andintention of planned buying) to their compulsive buying. We also tested the difference of suchrelationship between two groups, i.e., satisfied group and dissatisfied group in their purchasingproducts. Data were collected by the online research institution(ezsurvey). Questionnaires weredistributed to the consumers who had experienced compulsive buying at the online shoppingstore sites (Internet shopping mall, TV home shopping or mobile shopping stores) for last threemonths. A covariance structural equation model and pairwise parameter comparison analysiswere employed to test the hypotheses. Test results revealed that compulsive buying had a significant effect on compulsive buyers’feelings, i.e., guilt and regret. Compulsive buyers’ feeling of guilt had a positive effect on theirfeeling of regret. Also, their feeling of guilt had a direct effect both on intention of purchasehiding and on future intention of planned buying. But the feeling of guilt had an indirect effecton intention of returning item. On the other hand, their feeling of regret had a direct effect onlyon intention of returning item. Finally, the effect of compulsive buying on compulsive buyer’sbehavioral response was found to differ to their satisfaction level of the product purchased. This study has some theoretical and practical contributions to understand the compulsive buyingbehavior of online shoppers. Also, the findings from this study can be used as meaningful guidelinesto remedy consumers' compulsive buying behavior or to promote healthy consumption behaviorof online shoppers.

KEYWORD

compulsive buying, guilt, regret, intention of purchase hiding, intention of returning item, intention of planned buying

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