Counterfactual thinking and online repeat purchase in a developing economy

Purpose This study sought to assess how consumers who are tech-savvy undergo counterfactual thinking (CFT) processes to make their final purchase decision. It was designed to guide managers to build strategies that build trust and, more importantly, upward CFT that leads to increased online purchases. Design/methodology/approach An online survey was used in this study for data collection. Findings Attitude of customers positively influences their OLP intention; a significant negative association was found on the association between attitude and consumer OLP intention, and a positive association between subjective norm and consumer OLP intention was found to be significant. This study further found that OLP intention as proxied by subjective norms, attitude, perceived behavioral control and moderated by CFT can translate into actual online repeat purchase. Originality/value The study allowed practitioners to align themselves well in the direction of consumption patterns. The study leverages experiences of young adults within developing economies to make a case for CFT with respect to consumers’ OLP behaviors.