网购顾客后悔的概念、特征及其层次性

Online-shopping Customer Regret's Concept, Features and Its Hierarchy

网购顾客后悔有其特殊性。基于对已有后悔概念的评述,提出网购顾客后悔的概念。进一步,从具体到抽象、由表及里、由浅入深的认识逻辑,将网购顾客后悔的特征总结为三个层次,依次为情境特征(频发性、可逆性、易逝性)、基本特征(自责性、两面性、多维性)和核心特征(认知性、决策性、比较性)。

Online-shopping customer regret has its particularity. Based on the review of the concept of regret, puts forward the concept of online-shopping customer regret. Further, according to the cognitive logic of from concrete to abstract, from outside to inside and from shallower to deeper, the features of online-shopping customer regret can be summarized as three hierarchies, in order, situational features （frequent, reversible, transient）, basic features （self-blame, two sides, multi-dimensional ）, and core features （cognitive, decision-making, comparative）.