Understanding Post-Purchase Regret in Tourism E-commerce Livestreaming
(A2025-125219)

AUTHORS

Yangyang Jiang, The University of Nottingham Ningbo China; Nikolaos Stylos, University of Bristol; Yijin Huang, University of Nottingham Ningbo China; Cenhua Lyu, Ningbo University–University of Angers Joint Institute

ABSTRACT

Following the COVID-19 pandemic, a considerable number of tourism businesses have engaged in livestreaming promotional endeavors. Despite this, a substantial impediment persists in the form of diminished conversion rates. Moreover, many customers who purchased travel-related products have canceled their orders before traveling. This study aims to explore the factors that lead to post-purchase regret before and after consumption. Data were gathered through semi-structured interviews. We found that impulsive consumption, skeptical consideration, and objective factors are the three main reasons for post-purchase regret prior to the actual consumption of the tourism product. Following consumption, the primary causes of post-purchase regret include service asymmetry, process difficulties, and inefficient after-sales service. This research thus provides an in-depth understanding of consumer behavior in tourism e-commerce livestreaming and offers managerial implications for tourism businesses.