Antecedent Factors of Self-Gifting Behavior and Its Influence toward Post-Purchase Regret of the Millennial Generation

DOI

10.2991/icbmr-18.2019.22How to use a DOI?

Keywords

consumer behavior, self-gifting, post-purchase regret, retail, millennials

Abstract

With the shifting trend from gifting behavior to self-gifting behavior, retailers are faced with a new challenge to win their consumers’ heart, especially Millennial consumers. Additionally, the growing landscape in a retail environment and the more options that consumers face when shopping may result in a dissatisfied feeling with their buying, and trigger the regret feeling afterward. This study aims to analyze the antecedent factors that drive a consumer to perform self-gifting behavior, and the influence of self-gifting behavior performed towards post-purchase regret. As previous studies found, hedonic shopping traits and indulgence are the drives of self-gifting behavior performance on consumers. With 292 respondents chosen using purposive sampling to join this study, and by using Structural Equation Modelling (SEM) technique for analysis, this study proves that there are strong and positive relationships between two antecedent factors mentioned above towards the four categories of self-gifting behavior, except hedonic shopping traits toward celebratory self-gift. This study also revealed that the four categories of self-gift behavior do not have a positive impact towards post-purchase regret of Millennial consumers. However, indulgence has a positive influence towards post-purchase regret of Millennial consumers.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Alia Rachma Ningtias
AU  - Sri Daryanti
AU  - Ilma Savira Putri
PY  - 2019/03
DA  - 2019/03
TI  - Antecedent Factors of Self-Gifting Behavior and Its Influence toward Post-Purchase Regret of the Millennial Generation
BT  - Proceedings of the 12th International Conference on Business and Management Research (ICBMR 2018)
PB  - Atlantis Press
SP  - 129
EP  - 134
SN  - 2352-5428
UR  - https://doi.org/10.2991/icbmr-18.2019.22
DO  - 10.2991/icbmr-18.2019.22
ID  - Ningtias2019/03
ER  -