论购后比较结果对消费者后悔的影响

The Analysis of the Impact of Outcomes Comparison on Consumer's Regret

消费者情感是消费者行为理论研究的重点,也已取得众多研究成果,但购后比较结果同消费者后悔程度的关系如何,目前还没有人明确涉及。在展望理论的敏感度递减与两种决策模式理论基础上,根据情景模拟实验结果,可得出如下结论:当购后比较结果在一定程度上变化时,消费者的后悔程度并不会显著不同。

Consumer＇s feeling is the major concern for consumer behavior theory research, and many research results have been achieved. But there is no exact research concerning the relation between post- purchase outcomes comparison and consumer regret. On the basis of ＂decreasing sensitivity＂ in prospect theory and the two decision models theory, according to the results from the situation simulated experiment, the study has proved its hypothesis that if the result of outcomes comparison changes within a certain range, consumer＇s regret would not significantly change.