Abstract:

To deeply analyzing the inner theoretical logic mechanism of "shopping online addicts" phenomenon and based on the perspective of attribution theory, this paper constructs theoretical model about consumer guilt influencing repurchase intention through introducing concepts of social support and perceived risk in the online shopping environment. After the multiple regression analysis based on 711 valid data, we find that the consumer guilty model has certain explanatory power for "shopping online addicts" phenomenon. To be specific: First, due to consumers’ different cognitive attribution for guilty feelings, they have two different ways of reaction, namely self-comfort and behavior modification. Compared to behavior modification, consumer guilt has stronger influence on self-comfort. Second, consumer guilt has positive effect on repurchase intention through consumers’ self-comfort, but the intermediary effect of consumers’ behavior modification is not significant. Third, social support has positive effect on the relationship between customer guilt and customers’ self-comfort. Fourth, perceived risk doesn’t affect the relationship between customer guilt and customers’ behavior modification. In addition, this paper provides beneficial inspiration for e-commerce enterprises to identify and make effective marketing strategies, and guide customers to repurchase online.

Key words: Customer Guilt, Customer Reaction, Repurchase Intention, Attribution Theory