消费者后悔情绪对投诉、转换行为的影响研究

A Research on the Impact of Consumer Regret on the Behaviors of Complainting and Switching

文章以杭州市四所大学的270名大学生为样本,以手机购买行为为问卷调查的情境,实证研究了在中国背景下消费者后悔情绪对购买后投诉、转换行为的影响以及关系质量(满意、信任、承诺)在此关系中的缓冲作用。结果显示,消费者后悔情绪与投诉、转换行为都显著正相关;信任与承诺是后悔与转换行为间关系的缓冲变量。从而说明,消费者对购买决策感到后悔就将采取投诉行为或转换品牌、商家,而若消费者对商家有着较高的信任或承诺,就将降低后悔引发的投诉、转换行为倾向。

This research explores the impact of regret on postpurchase behaviors of complaining and switching, as well as the moderating effect of relationship quality （satisfaction, trust and commitment） between regret and switching behavior, conducting an investigation of mobile telephone buying, sampling 270 undergraduates of four universities in Hangzhou. The results show that the consumers＇ regret is positively related to complaining and switching; trust and commitment are moderating variables between regret and switching. This implies that consumers will complain or switch when they feel regret about their buying decision ; but if they have the high - standard trust or commitment to the business, the tendency of complaining and switching caused by regret will decline.