The Effect Of Impulsive Buying On Post-purchase Regret On E-commerce Shopee

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Introduction

In today's fast-paced digital era, e-commerce platforms like Shopee have become an integral part of our lives. The various attractive promos offered on these platforms make us tempted to buy goods impulsively. However, behind a moment of satisfaction, often regret in the future, known as post-purchase regret, can occur. This study investigated the effect of impulsive buying on post-purchase regret on the E-Commerce Shopee platform.

Background

E-commerce platforms like Shopee have revolutionized the way we shop. With just a few clicks, we can purchase goods from the comfort of our own homes. However, this convenience comes with a price. The various attractive promos offered on these platforms can lead to impulsive buying, which can result in post-purchase regret. Impulsive buying is a behavior where consumers make purchasing decisions without fully considering the consequences. This can lead to feelings of regret, disappointment, and even guilt.

Methodology

This study used a survey involving 287 respondents to investigate the effect of impulsive buying on post-purchase regret on the E-Commerce Shopee platform. The survey used a Likert scale to measure the level of impulsive buying and post-purchase regret. The results showed that there is a significant positive relationship between impulsive buying and post-purchase regret in Shopee.

Results

The results of this study revealed that the higher the level of impulsive buying, the higher the level of post-purchase regret experienced by Shopee users. This can be explained by several factors. First, impulsive buying is often done without mature consideration, so consumers tend to buy goods that they do not really need. Second, the promos offered at Shopee, such as massive discounts and free postage, can blind consumers to the actual value of a product, so they feel loss if they do not use the promo.

Discussion

The results of this study have several implications for consumers and e-commerce platforms. For consumers, post-purchase regret can have a negative impact on their mental health and well-being. It can lead to feelings of disappointment, regret, and even guilt. In addition, this can have a negative impact on consumer image and loyalty to Shopee. For e-commerce platforms like Shopee, the results of this study are a warning to pay more attention to the psychological aspects of consumers in carrying out their promotional strategies. Although attractive promos can increase short-term sales, impulsive buying which results in post-purchase regret can have a negative impact on consumer confidence in the e-commerce platform.

Implications for Consumers

To avoid post-purchase regret in Shopee, there are several tips that consumers can follow:

Make a List of Needs

Before shopping at Shopee, first determine what items you really need. This will help you avoid buying goods that you do not really need.

Compare Price

Don't rush to buy goods just because there is a promo. Compare prices in several online stores and read product reviews carefully.

Avoid Spontaneous Purchases

If you are tempted by a promo, try to postpone the purchase for several days. This will give you time to think about whether you really need the product.

Take Advantage of the Return Feature

Shopee provides a return feature if you are not satisfied with the product purchased. Take advantage of this feature if you feel sorry after buying a product.

Conclusion

Understanding the impact of impulsive buying on post-purchase regret becomes very important for consumers and e-commerce platforms. By implementing the right strategy, both consumers and e-commerce can minimize the negative impacts Post-Purchase Regret and build a healthier and sustainable relationship.

Recommendations

Based on the results of this study, the following recommendations are made:

  • E-commerce platforms like Shopee should pay more attention to the psychological aspects of consumers in carrying out their promotional strategies.
  • Consumers should be aware of the potential risks of impulsive buying and take steps to avoid it.
  • E-commerce platforms should provide more information about the products they sell, including the actual value of the product and the potential risks of impulsive buying.

Limitations

This study has several limitations. First, the sample size was relatively small, which may limit the generalizability of the results. Second, the study only investigated the effect of impulsive buying on post-purchase regret in Shopee, and did not consider other e-commerce platforms. Future studies should investigate the effect of impulsive buying on post-purchase regret in other e-commerce platforms.

Future Research Directions

Future research should investigate the following:

  • The effect of impulsive buying on post-purchase regret in other e-commerce platforms.
  • The role of social media in promoting impulsive buying and post-purchase regret.
  • The impact of impulsive buying on consumer mental health and well-being.

By understanding the impact of impulsive buying on post-purchase regret, both consumers and e-commerce platforms can take steps to minimize the negative impacts and build a healthier and sustainable relationship.

Q: What is impulsive buying?

A: Impulsive buying is a behavior where consumers make purchasing decisions without fully considering the consequences. This can lead to feelings of regret, disappointment, and even guilt.

Q: What is post-purchase regret?

A: Post-purchase regret is a feeling of regret or disappointment that occurs after making a purchase. It can be caused by a variety of factors, including impulsive buying, poor product quality, or unrealistic expectations.

Q: How common is impulsive buying?

A: Impulsive buying is a common behavior among consumers. According to a study, 75% of consumers have made an impulsive purchase at some point in their lives.

Q: What are the consequences of impulsive buying?

A: The consequences of impulsive buying can be severe. They can include feelings of regret, disappointment, and even guilt. In addition, impulsive buying can lead to financial problems, cluttered living spaces, and a decrease in consumer satisfaction.

Q: How can consumers avoid impulsive buying?

A: There are several strategies that consumers can use to avoid impulsive buying. These include:

  • Making a list of needs before shopping
  • Comparing prices and product reviews
  • Avoiding spontaneous purchases
  • Taking advantage of return features
  • Practicing self-control and delayed gratification

Q: What role does social media play in impulsive buying?

A: Social media can play a significant role in impulsive buying. Social media platforms can create a sense of FOMO (fear of missing out) and encourage consumers to make impulsive purchases. In addition, social media can make it easier for consumers to compare prices and products, which can lead to impulsive buying.

Q: How can e-commerce platforms reduce impulsive buying?

A: E-commerce platforms can reduce impulsive buying by:

  • Providing more information about products, including prices and product reviews
  • Offering return features and flexible return policies
  • Encouraging consumers to make a list of needs before shopping
  • Avoiding aggressive marketing and promotional tactics
  • Providing consumers with more control over their purchasing decisions

Q: What are the benefits of avoiding impulsive buying?

A: The benefits of avoiding impulsive buying can be significant. They can include:

  • Reduced feelings of regret and disappointment
  • Increased consumer satisfaction
  • Improved financial management
  • Reduced clutter and waste
  • Increased self-control and delayed gratification

Q: How can consumers manage post-purchase regret?

A: Consumers can manage post-purchase regret by:

  • Practicing self-compassion and self-forgiveness
  • Avoiding negative self-talk and self-blame
  • Focusing on the positive aspects of the purchase
  • Seeking support from friends, family, or a therapist
  • Learning from the experience and making changes to avoid similar situations in the future.

Q: What are the long-term effects of impulsive buying?

A: The long-term effects of impulsive buying can be severe. They can include:

  • Financial problems and debt
  • Cluttered living spaces and waste
  • Decreased consumer satisfaction and happiness
  • Increased stress and anxiety
  • Negative impacts on mental and physical health.

By understanding the impact of impulsive buying and post-purchase regret, consumers and e-commerce platforms can take steps to minimize the negative effects and build a healthier and more sustainable relationship.