Expectations gap, anticipated regret, and behavior intention in the context of rapid technology evolvement

Abstract

Purpose The purpose of this paper is to examine how the gap between the expected benefit of the current system and that of the future upgraded system affects consumer behavior when adopting a new technology. Design/methodology/approach The study extends the regret theory to establish a structural model of expectations gap, anticipated regret, and behavior intention. Next, it conducts an online survey on the potential users of intelligent closed circuit television for home use. Findings The expected benefit of the current system is not only a direct precedence factor for consumer behavior, but also forms the anticipated regret through comparison with the expected benefit of the upgraded system in the future, thereby proving that this ultimately affects consumer behavior. Originality/value Regret is an interesting emotion that could have significant impact on consumers’ adoption/purchasing behaviors. While there are some studies in the IS literature on regret, it is still understudied. This study analyzes the characteristics of IT products with rapid technological change in terms of consumers’ regret.