Rash-Remorse-Revert: Antecedents and Outcomes of Buyer's Remorse Among Generation Z Apparel Customers in the E-Commerce Setting

Abstract

For every retail store to survive and succeed, customers are crucial. After buying a product customer’s experience can be positive or negative (buyer’s remorse). Buyer remorse can be a hurdle to the success of retailers. It is imperative to understand buyer’s remorse by identifying its antecedents and outcomes. The purpose of this study is to provide a critical examination of buyer's remorse and its impact on Generation Z apparel shoppers in the e-commerce setting. Semi-structured individual interviews were conducted in an exploratory qualitative study to collect data from 40 participants. According to the results, shoppers from Generation Z identify product-related factors that increase their remorse moreover, they also suggest some strategies for how retailers can manage it. Fashion retailers, salespeople, and marketers were advised to work on minimizing buyer's remorse so that retailers can retain Generation Z customers. The paper concludes with limitations, future directions, and tips for managing online retail businesses.

Keywords: Buyer’s remorse, Generation Z, Apparel sector, E-commerce