頁籤選單縮合
題名 | 已放棄產品之特質、涉入及績效資訊對消費者悔恨之影響=The Effect of Product Characteristics, Involvement, and Performance Information of Forgone Option on Consumer Regrets |
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作者 | 張心馨; 張重昭; 廖彥宜; | 書刊名 | 行銷科學學報 |
卷期 | 9:1 2013.04[民102.04] |
頁次 | 頁25-52 |
分類號 | 496.34 |
關鍵詞 | 已放棄產品; 產品特質; 消費者悔恨; Forgone option; Product characteristics; Consumer regret; |
語文 | 中文(Chinese) |
中文摘要 | 過去悔恨文獻主要著重資訊搜尋與替代選擇評估,未考慮購買不同產品類型情境之差異。本研究從認知失調的觀點探討在不同消費情境下經驗悔恨對消費者後續行為影響。研究發現,當消費者得知已放棄產品有較佳績效時,由於已放棄產品資訊提供事後比較基準點,消費者悔恨比未得知已放棄產品之績效資訊時顯著更高;其次,購買實用品下,得知已放棄產品較佳績效資訊的悔恨顯著高於未得知時,但享樂品因有難以評估的主觀性內涵,使得決策失誤容易合理化進而調和悔恨,因此得知已放棄產品績效資訊不影響悔恨。最後,悔恨對滿意度有負向影響,悔恨與滿意度同時影響再購意願,而且悔恨與抱怨意圖有顯著正向關係,也會透過滿意度進而產生抱怨行為。 |
英文摘要 | The purpose of this research is to investigate the influences of the products characteristics and involvement on consumers' postpurchase regret when these consumers are informed the superior performance of the forgone product. A 2 (information on the forgone product performance: with vs. without) X (product involvement: high vs. low) X product characteristics (utilitarian vs. hedonic) between-subjects factorial design was employed to test the proposed hypotheses. Results from LISREL analysis showed that knowing the forgone product had better product performance then the chosen one would induce higher consumer regret than when this information is not available. Furthermore, product characteristics moderate the effects of knowledge of the forgone outcomes on regret. When people purchase utilitarian product, they will experience a higher level of regret as the information on a better-forgone outcome is known than unknown. While purchasing hedonic product, no significant difference in regret whether the information on a better-forgone is provided or not. But product involvement is not a significant moderator for the relationship between information on forgone product performance and consumer regrets. Finally, the impacts of regret on repurchase and complaint intentions are partially mediated by consumer satisfaction. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。