1.
Neha Kumari
– Management Department, Birla Institute Of Technology, Mesra, Jharkhand, India.
2.
Niraj Mishra
– Management Department, Birla Institute Of Technology, Mesra, Jharkhand, India.
3.
Praveen Srivastava
– Management Department, Birla Institute Of Technology, Mesra, Jharkhand, India.
Abstract
The growing popularity of OTAs and increasing competition have sparked academic research on consumer behavior related to these platforms. Therefore, this paper aims to examine the role of impulse buying and post-purchase regret in the context of OTAs. A mixed methodology has been employed for the study. SmartPLS 4.0 software was used for the quantitative data analysis, while NVivo software was used for the qualitative data analysis. The findings reveal that (a) social media, eWOM, hedonic motivation, and FOMO significantly impact impulse buying and (b) impulse buying positively impacts post-purchase regret. It is important to highlight that this is one of the first studies to explore the antecedents of impulse buying and its impact on post-purchase regret within the context of OTAs. As such, it can serve as a foundation for future research.
Keywords Online Travel Agency, Post-Purchase Regret, Impulse Buying, Mixed Methodology.
