Can experiencing regret affect future consumer consumption of horticultural products?

摘要

An Internet survey was conducted in the USA in 2003 to determine switching behaviour and intentions to repurchase based on actual consumer purchasing experiences for selected gardening products (hanging baskets of ornamental plants). A total of 743 usable responses were analysed. Results identified that experiencing regret is harmful to horticultural retailers. These findings can be used to create strategies that help horticulture retail businesses increase and retain repeat patrons.