错过购买情境下消费者后悔对购买意向的影响研究  

After Missing a Purchase the Influence of Regret on Purchase Intention

作　　者：李东进[1] 马云飞[2] 杜立婷[2] 

机构地区：[1]南开大学商学院市场营销系 [2]南开大学商学院

出　　处：《南开管理评论》2011年第5期141-152,共12页Nankai Business Review

基　　金：国家自然科学基金项目(71072101;70832001)资助

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。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 information about the missed purchase outcomes on purchase intention and the mediation of regret.And the third experiment examines the moderating effect of perceived accessibility of future purchase opportunity on the relation between regret and purchase intention.The results show that regret can motivate stronger desire for the missed purchase and promote people to increase purchase intention.Regret can act as a power to motivate purchase behavior.And if consumers are offered positive information about the missed purchase outcome,the information can strengthen regret,which will promote them to buy at next opportunity.The regret mediates the influence of positive information on purchase intention.What＇s more,when consumers face next purchase opportunity,the perceived accessibility of the opportunity will moderate the effect of regret on purchase intention.That is if the opportunity is perceived to be easy to achieve,the regret will increase purchase intention,while if the opportunity is perceived to be hard to achieve,the regret will be regulated cognitively instead of increasing purchase intention.This study can help marketers to call back consumers and promote them to buy next time.What＇s more,previous studies on regret mainly focused on its negative effects and how to regulate it.In fact,regret is powerful in motivating and influencing behaviors.So how to make use of regret is worth studying.This study offers an example to make use of regret to guide consumers＇ behaviors.

关 键 词：错过购买 后悔 调节后悔 购买意向 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]