期望不一致、重要他人评价与后悔的关系——来自网络购物的证据

The Relationship Among Expectancy Disconfirmation,Significant Others' Evaluation and Regret Evidence from Online Shopping

在网络购物情境下,研究期望不一致、重要他人评价与后悔的关系,并考察外向性对其的调节作用。研究发现,期望不一致与重要他人评价都会对后悔产生消极影响,但重要他人评价并不会调节期望不一致与后悔的关系;外向性不会调节期望不一致与后悔的关系,但会正向调节重要他人评价与后悔的关系。

In online-shopping situation,studies the relationship of expectancy disconfirmation,significant others＇ evaluation and regret are studied and the mediating of extraversion analyzed. The study finds： expectancy disconfirmation and significant others＇ evaluation both have a significant negative impact on regret,but significant others＇ evaluation can＇t mediate the relationship between expectancy disconfirmation and regret; extraversion can＇t mediate the relationship between expectancy disconfirmation and regret,but it can mediate the relationship between significant others＇ evaluation and regret.