—This study examines whether psychological distancing and complaining behaviour has a mediating role on the effect of negative consumer emotions on repurchase intention in online purchasing. In the study, regression analysis was used to test the hypotheses of the model (Mediator Effect Analysis). This study conducted on the consumers who purchase online in Muş shows that negative emotions experienced after online purchasing have a direct, negative and significant effect on repurchase intention. Besides, the study reveals that this effect is partially mediated by complaining behaviour and psychological distancing strategies.
—Negative emotion, complaining behaviour, psychological distancing, repurchase intention.
Hatice Aydın is with Faculty of Economics and Administrative Sciences, Department of Businness Management, Muş Alparslan University, Muş, Turkey (e-mail: firstname.lastname@example.org).
Sevtap Ünal is with Faculty of Economics and Administrative Sciences, Department of Businness Management, Atatürk University, Erzurum, Turkey (email: email@example.com).
Cite: Hatice Aydın and Sevtap Ünal, "The Mediating Role of Psychological Distancing and Complaining Behaviour on the Effect of Negative Emotions on Repurchase Intention," International Journal of Trade, Economics and Finance vol.7, no.5, pp. 179-185, 2016.