Factors influencing customer repurchase intention and anticipated regret towards electric vehicles: the application of the theory of planned behavior, customer-commitment theory, the double-jeopardy effect, and product involement

Abstract

Chief executive officers and marketers, nowadays, comprehend the important impact of improved repurchase intention because of their commercial implications. Otherwise, companies will suffer lost profits when customers abandon their brands and buy from competitors, and this can lead to their products’ failure. This paper aims to offer an integrated model to better explain customer repurchase intention and anticipated regret towards electric vehicles, which are key success factors in business and marketing management. A comprehensive literature review of previously published academic papers on customer repurchase intention and anticipated regret has been conducted to find out how past literature explains these factors. Based on this review and further analysis, the literature gap of the determinants of customer repurchase intention and anticipated regret can be identified. A conceptual model is proposed for better understanding customer repurchase intention and anticipated regret by combining four behavioral theories: the theory of planned behavior, customer-commitment theory, and the double jeopardy effect, as well as product involvement. The first part of the result shows that the predictors in the theory of planned behavior can be prerequisites of customer commitment. Second, affective commitment can mediate the relationships between attitude and customer repurchase intention. Third, some of the TPB predictors and customer commitment can directly affect anticipated regret. Fourth, the double-jeopardy effect in terms of perceived brand popularity can moderate the relationships among TPB, customer commitment, and customer repurchase intention. However, product involvement cannot moderate the relationships among TPB, customer commitment, and anticipated regret. Research contributions and implications are presented to highlight opportunities for scholars and practitioners alike to direct future studies and marketing strategies.