Given the high uncertainties in the online marketplaces, consumers always worry about making wrong decisions that will elicit strong negative emotions like regret. Consumers are normally exposed to review valence and scarcity message in the online shopping context. However, how these factors jointly influence consumers’ purchase intention from anticipated regret perspective remains unknown. To this end, we will adopt the regret theory and conduct laboratory experiments to explain and test how the review valence and the scarcity message influence anticipated regret for buying and anticipated regret for not buying which further influence consumers’ purchase intention. We discuss the potential contributions and practical implications at the end of this short paper.
He, Xiang; Li, Meng Xiang; and Cheung, Christy M.K., "The Effect of Online Review Valence and Scarcity Message on Purchase Intention: An Anticipated Regret Perspective" (2022). PACIS 2022 Proceedings. 256.
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