购买类型与调节定向对消费者决策后悔倾向的影响

Effect of Purchase Type and Regulatory Focus on Consumers'Decision Regret Intention

后悔作为一种购后或决策后的情绪体验,因其对消费者幸福感和购后行为的负面影响而备受关注,揭示后悔的发生机制对降低消费者后悔的可能性具有重婴意义。现有的关于决策后悔的产生机制及类型差异的研究仍有不足。本文从购买类型出发,基于后悔的决策判断理论,研究不同购买类型(实物或体验)如何通过决策风格(直觉启发或理性分析)影响决策后悔类型(过程或结果),并号察调节定向对该效应的影响。三个组间实验结果表明,体验购买会带来直觉启发式决策倾向,进而更易产生决策过程后悔;实物购买会带来理性分析式决策倾向,进而更易产生决策结果后悔。调节定向(促进和规避)调节了购买类型与决策风格及决策后悔的关系。本研究对于降低消费者购后后悔的可能性和指导企业制定相关营销策略有重要的意义。

Regret,as a post-purchase or post-decision experienee,has attracted much attention because of its negative impact on consumer's well-being and post-purchase behaviors.To reveal the occurrence mechanism of regret has iniportant significance in rrduceing consumer regret.However,existing literature is limited on I he occurrence mechanism of decision regret and differences of purchase types.Stiirting from types of purchase,based on decision justification theory,this paper studies how different purchase types(material versus experiential)influence their respective regret types(process or outcome)through decision-making styles(analysis versus heuristic),cind investigates the influence of regulatory focus on this effect.Three inter-group experiments show that experiential purchase brings heuristic decision-making tendency,which is more likely to produce decision process regret,while material purchase brings rational decision-making tendency,which is more likely to produce decision outcome regret.Regulatory focus(promotion versus prevention)moderates the relationships among purcliase type,decision regrets and decision-making styles.This study is of great significance for reducing consumers'post-purchase regret and guiding enterprises to formulate marketing strategies.