Post-Purchase Regret and Customer Loyalty in Digital Retail

Abstract

The rapid expansion of digital retail platforms has drastically reshaped consumer buying behavior, offering unprecedented convenience, variety, and speed. However, this transformation has also intensified the psychological phenomenon of post-purchase regret, where consumers experience dissatisfaction or self-blame after completing a purchase. Post-purchase regret has emerged as a powerful emotional response that can significantly affect customer loyalty, word-of-mouth behavior, and long-term relationship sustainability with digital retailers. This study investigates the critical determinants of post-purchase regret and examines its subsequent impact on customer loyalty in digital retail environments.
Grounded in Cognitive Dissonance Theory, Expectation–Disconfirmation Theory, and Relationship Marketing Theory, this research develops and empirically tests a conceptual framework using data collected from 468 digital shoppers across India, the UK, and Italy. Structural Equation Modeling (SEM) reveals that product quality mismatch, price perception, information overload, and lack of trust significantly increase post-purchase regret, while regret negatively influences customer loyalty, repurchase intention, and advocacy behavior. The findings extend consumer psychology literature and offer actionable strategies for digital retailers to minimize regret and strengthen long-term loyalty.