• Jolly Irene G
• Dr. Rani L

This study investigates how mental accounting influences post-purchase satisfaction in online shopping among college students. Drawing on behavioural economics theory, the relationship between mental budgeting practices, impulse buying tendencies, emotional triggers, payment preferences, and post-purchase regret were examined. Data was collected through structured questionnaires from 110 students at government arts colleges in Thiruvananthapuram, Kerala. Contrary to our hypothesis, strict mental budgeting did not significantly reduce post-purchase regret. Higher impulse buying tendency is associated with lower post-purchase satisfaction. The findings contribute to understanding how cognitive biases in financial decision-making affect consumer satisfaction and highlight the importance of financial self-regulation and emotional awareness in shaping students' e- commerce experiences. This research offers implications for financial literacy programs and e-commerce platforms seeking to enhance consumer decision-making and well-being.

Mental accounting, post-purchase satisfaction, online shopping, financial regret, college students

"Spend Smart, Feel Smart? Understanding Mental Accounting in College Students’ Post-Purchase Satisfaction", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.p736-p752, May-2023, Available :http://www.jetir.org/papers/JETIR2305G94.pdf

"Spend Smart, Feel Smart? Understanding Mental Accounting in College Students’ Post-Purchase Satisfaction", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppp736-p752, May-2023, Available at : http://www.jetir.org/papers/JETIR2305G94.pdf