... toward online retailers and the underlying mechanism as well as the boundary conditions. Design/methodology/approach We conducted three experimental studies to test hypotheses. Study 1 explored the main effect of outcome valence and the mediating role of consumer regret. Study 2 examined...

... of consumer regret. Design/methodology/approach The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected...