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With the shifting trend from gifting behavior to self-gifting behavior, retailers are faced with a new challenge to win their consumers’ heart, especially Millennial consumers. Additionally, the growing landscape in a retail environment and the more options that consumers face when shopping may result in a dissatisfied feeling with their buying, and trigger the regret feeling afterward. This study aims to analyze the antecedent factors that drive a consumer to perform self-gifting behavior, and the influence of self-gifting behavior performed towards post-purchase regret. As previous studies found, hedonic shopping traits and indulgence are the drives of self-gifting behavior performance on consumers. With 292 respondents chosen using purposive sampling to join this study, and by using Structural Equation Modelling (SEM) technique for analysis, this study proves that there are strong and positive relationships between two antecedent factors mentioned above towards the four categories of self-gifting behavior, except hedonic shopping traits toward celebratory self-gift. This study also revealed that the four categories of self-gift behavior do not have a positive impact towards post-purchase regret of Millennial consumers. However, indulgence has a positive influence towards post-purchase regret of Millennial consumers.

Antecedent Factors of Self-Gifting Behavior and Its Influence toward Post-Purchase Regret of the Millennial Generation