Customers' willingness to purchase products varies based on product category due to the inherent limitations of virtual shopping. This study examines the expectations and dissatisfaction associated with purchasing perishable grocery goods online based on previous purchasing experiences of sensory goods (e.g., clothes, shoes, etc.) from online and other direct channels. Applying the model of dissatisfaction (Oliver, 1997), the purpose of this study is to explore how previous expectations affect the (perceived risk of imagined) dissatisfaction associated with the non-purchase/purchase decision; the effects of the (perceived risk of imagined) dissatisfaction on the degree of regret; and the effects of the degree of regret on reconstructed expectations. This study conducts surveys and applies statistical analyses, such as factor, regression, ANOVA, and ANCOVA to investigate the findings. Results of the study provide managerial and theoretical implications and offer suggestions to e-businesses.
