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大部分有关消费者后悔的研究都集中于消费者的购后后悔,而没有购买引起的后悔仍属于较新的研究范畴。没有购买而后悔的消费者是非常有价值的,其未来的购买意向与满意的消费者相似,甚至高于满意的消费者。但现有文献还没有明晰错过购买后不行动后悔的产生机制。本研究通过两个行为学实验证实了错过的购买机会的有限性是不行动后悔的重要前置因素。购买机会有限性越高,错过购买后不行动后悔程度也越高。在购买机会有限性影响不行动后悔的过程中,禀赋效应是重要的机制。此外,研究还发现错过购买享乐品(vs.实用品)时,购买机会有限性对禀赋效应的影响更强。
Much of the research on consumer regret has focused on consumer regret after purchase, and regret over buying is still a relatively new area of research. Consumers who do not regret buying are very valuable, and their future purchase intention is similar to that of satisfied consumers, even higher than that of satisfied consumers. However, the existing literature has not clearly missed the purchase after the action does not regret the mechanism of production. In this study, two behavioral experiments confirm that the limited purchasing opportunity missed is an important predictor of regret. The more limited the chance of purchase, the higher the degree of regret after losing the purchase. Endowment effect is an important mechanism in the process of limited regret of purchasing opportunity without action. In addition, the study also found that the missed purchase of goodies (vs. real products), the limited purchasing opportunities have a greater impact on the endowment effect.