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消费者后悔是一种心理现象,同时属于消费者行为学研究的范畴。消费者产生后悔的原因及其调节方法成为企业营销人员日益关注的课题。本文将心理学与消费者行为二者进行有机融合,由后悔的含义入手,阐述3种主要的后悔理论;在“状态改变/状态继续”框架、后悔的时间性模型这2种理论的基础上,提出研究假设,通过问卷调查的方法研究消费者后悔的影响因素;在研究结论及后悔调节理论的基础上,提出减弱或消除消费者后悔的调节方式,同时,为企业如何运用消费者后悔调节策略提出一定参考价值的建议。
Consumers regret is a psychological phenomenon, at the same time belong to the category of consumer behavior research. Consumers have regretted the reasons and methods of regulation become increasingly concerned by business marketing issues. In this paper, the two theories of psychology and consumer behavior are organically integrated, starting from the meaning of regret and elaborating three kinds of major regret theories. In the two theories of “state change / state continuation” and regret temporal model Based on the research, we put forward the research hypotheses, and study the influencing factors of consumer regret by the method of questionnaire. Based on the conclusion of research and regret regulation theory, we put forward the ways to reduce or eliminate the regret of consumers. At the same time, Regret adjustment strategy put forward some reference value suggestion.