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Alternative TitleThe effect of personality factors, anticipated regret and cognition of regret on post-purchase reaction
Thesis Advisor陈毅文
Degree Grantor中国科学院大学
Place of Conferral中国科学院心理研究所
Degree Discipline应用心理学
Keyword后悔认知 消费价值观 风险偏好 内外在心理控制源 购后行为





Other Abstract

Regret is an emotional response which was aroused by the cognition of an inappropriate decision-making process or results. The experience of regret can regulate consumer behavior and guide next decision-making in order to maximize outcome. Considering the high incidence and commonplace of regret, our study investigate the relationship of the cognition of regi0et, the personality factors (consumption value, risk pueference, internal-external locus of control), anticipated regret and post-purchase behavior by semi-structured interviews and questionnaire survey. The results of the study are:

First, consumer cognize post-purchase regret was due to under-consideration, change in significance (inconsistent with initial expectations or requirements) and forgone alternatives (because of choosing one and giving up another), but not over-consideration. Under-consideration, change in significance, forgone alternatives had positive correlation with regret degree. Different dimension of post-purchase consumer regret cognition had different relationship with post-purchase behavior.

Second, we revised the consumption value, and it consisted: practical, Fashion and personality, popularity and innovation. Consumers who prefer popularity take negative actions, such as complaint, exchanging, complaint and conversing agent when they experienced regret. Risk preference can well predict relative positive coping actions and decision-making tendency, such as repurchasing, acceptance and caution and conservation. Consumers the more external locus of control, the less tend to choose outside appeal actions, such as exchanging, complaint and word-of-mouth. Risk preference and internal-external locus of control did not significantly affect consumer experienced regret degree.

Third, anticipated regret were weak correlated with experienced regret, but significant correlated with conversing agent and word-of-mouth. Experienced regret was significantly negatively correlated with repurchasing, and significantly positive correlated with complaint, conversing agents, and word-of-mouth. Experienced regret partially mediate anticipated regret.

Document Type学位论文
Recommended Citation
GB/T 7714
陈桂萍. 消费者个性因素、后悔预期与后悔认知对购后反应的影响[D]. 中国科学院心理研究所. 中国科学院大学,2010.
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