| 网络消费购后后悔与转换行为研究——基于顾客不信任感的调节作用 |
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| 引用本文： | 巫月娥,尤晨.网络消费购后后悔与转换行为研究——基于顾客不信任感的调节作用[J].重庆交通大学学报,2014,14(6):49-53. |
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| 作者姓名： | 巫月娥 尤晨 |
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| 作者单位： | 闽南师范大学管理学院,福建漳州,363000 |
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| 基金项目： | 福建省自然科学基金“覆盖决策信息系统理论及其在复杂系统决策中的应用” |
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| 摘 要： | 网络购物购后情绪和行为研究是网络营销的新研究热点。以消费者网络购后后悔的负面情绪为视角,探讨网络购后后悔与转换行为的关系。研究结果表明,网络购后质量后悔、价格后悔、服务后悔均与转换行为显著正相关。顾客不信任感对不同类型的购后后悔和转换行为起到不同的调节作用。
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| 关 键 词： | 网络消费 购后后悔 不信任感 转换行为 |
Study on the Relationship between Online Purchase Regret and Switching Behavior Based on Moderating Effect of Consumer Distrust |
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| WU Yuee,YOU Chen.Study on the Relationship between Online Purchase Regret and Switching Behavior Based on Moderating Effect of Consumer Distrust[J].Journal of Chongqing Jiaotong University(Social Sciences Edition),2014,14(6):49-53. |
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| Authors: | WU Yuee YOU Chen |
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| Institution: | (School of Management, Minnan Normal University, Zhangzhou, Fujian 363000, China) |
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| Abstract: | The network shopping post purchase emotion and behavior is a research hotspot in network marketing. Take the consumer negative emotions of post purchase regret as the angle of view,the relationship between the network post purchase regret and switching behavior is discussed. The results show that,the quality regret,price regret and service regret are significantly positive correlation on switching behavior. Customer distrust plays a different regulatory role on different types of post purchase and switching behavior. |
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| Keywords: | online consumption post purchase regret distrust switching behavior |
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