网络购物中消费者后悔应对策略的维度与量表

基于消费者应对策略，采用规范的量表开发流程，对网络购物中消费者后悔应对策略的维度与量表进行了探索。结果表明，其维度应该是计划解决、表达应对、心理摆脱与坦然接受，而表达应对又包括网下寻求社会支持以及网上表达应对（网上寻求安慰和社交平台诉说）。同时，设计开发出具有良好信度与效度的测评量表。该研究丰富了消费者应对策略，并对网商进行消费者后悔管理有重要启示。

The Dimension and Scale of Consumer Regret Coping Strategies in Online Shopping

Based on the consumer coping strategies, by the standard scale development process, this paper explored the dimension and scale of consumer regret coping strategies in online shopping. Results show that the dimension contains planful problem-solving, expressive support seeking, mental disengagement, acceptance, but expressive support seeking also contains seeking social support and online expressive support seeking (online consolation seeking and social platform telling). Meanwhile, we developed the assessment scales with the good reliability and validity. The research enriches the consumer coping strategies,and has very good enlightenment for vendors managing consumer regret.