Factors contributing to post-purchase regret: a study among millennial shopper in UiTM Bandaraya Melaka / Nor Dhabitah Haron

This study was conducted to study the factors that contributing to cognitive dissonance of post-purchase regret. The factors, which are the independent variables are identified as impulsive buying, consumer’s expectations and price of items. Post-purchase regret is the dependent variable in this study. For this study, a survey was conducted among UiTM Bandaraya Melaka students as majority of them belong in the ideal age group of millennial. A convenience sample of 120 students were taken for data collection, in which only 103 are finalized for analysis. The data collection was evaluated by using Statistical Package for the Social Service (SPSS), where numerous tests were conducted in which includes reliability analysis, frequency distribution, descriptive analysis, Pearson’s correlation analysis and multiple regression. From there, we will know which variables affect post-purchase regret the most.
The results indicated that both impulsive buying and consumer’s expectations has a positive relationship with post-purchase regret.