| 错过购买情境下消费者后悔对购买意向的影响研究 |
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| 引用本文： | 李东进,马云飞,杜立婷.错过购买情境下消费者后悔对购买意向的影响研究[J].南开管理评论,2011,14(5). |
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| 作者姓名： | 李东进 马云飞 杜立婷 |
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| 作者单位： | 1. 南开大学商学院市场营销系
2. 南开大学商学院 |
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| 基金项目： | 国家自然科学基金项目(71072101、70832001)资助 |
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| 摘 要： | 错过购买是一个常见的现象,如何引导错过购买的消费者在将来采取购买行为,具有重要的意义。本文的研究目的是要考察消费者错过购买后,营销者能否通过激发和利用消费者的后悔,促使其在下一次购买。三个实验的结果表明,消费者错过购买后,后悔会促使消费者提高未来的购买意向;如果得到关于购买结果的积极信息,后悔会增强,进而提高购买意向;而且后悔对未来购买意向的影响受到消费者感知的下一次购买机会易达性的调节。
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| 关 键 词： | 错过购买 后悔 调节后悔 购买意向 |
After Missing a Purchase the Influence of Regret on Purchase Intention |
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| Li Dongjin,Ma Yunfei,Du Liting.After Missing a Purchase the Influence of Regret on Purchase Intention[J].Nankai Business Review,2011,14(5). |
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| Authors: | Li Dongjin Ma Yunfei Du Liting |
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| Institution: | Li Dongjin,Ma Yunfei,Du Liting Business School,NanKai University |
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| Abstract: | People often miss out on a purchase.How to promote consumers who missed a purchase to buy at next time is of great significance.This study aims to investigate when consumers have missed a purchase,the effect of regret on future purchase intention,and whether we can make use of regret to improve consumers to purchase next time.Three experiments were conducted.The first experiment aims to study the influence of regret on future purchase intention.The second experiment explores the effects of positive informat... |
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| Keywords: | Missing A Purchase Regret Regret Regulation Purchasing Intent |
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