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以往关于错失机会条件下购买可能性的研究一般较少关注因为个体因素所致的次优机会选择上的差异。本文认为消费者对次优选择的购买可能性会因其消费者个体的调节模式不同而出现差异:以运动模式为主导的个体比以评估模式为主导的个体在错失机会条件下面对次优选择时表现出更高的购买可能性,并且,商品重新估值中介了调节模式对次优选择购买可能性的影响。本文还进一步证明了时间间隔的调节作用,相对于早已错失的第一次机会,当面对刚刚错失的第一次机会时,与以评估模式为主导的个体相比,以运动模式为主导的个体对商品的重新估值更高,因而在次优选择中有更高的购买可能性;而当面对早已错失的第一次机会时,以运动模式为主导的个体和以评估模式为主导的个体在重新估值上的差异不再显著,从而在次优选择购买可能性上不再存在差异。
In the past, the research on the possibility of buying under the condition of missing opportunity paid less attention to the difference of the second best chance choice due to individual factors. This paper argues that the consumers’ purchasing possibility of suboptimal choice will be different due to different adjustment modes of their individual consumers: individuals dominated by the sports model face suboptimal conditions than the ones dominated by the evaluation mode under the chance of losing opportunities The choice implies a higher likelihood of purchase, and the commodity re-valuation mediates the effect of the moderation on the likelihood of suboptimal purchase. This paper further proves the regulatory role of time interval. Compared with the first chance that has long been missed, in the face of the first missed chance, compared with the individual predominated by the assessment mode, Individuals have a higher revaluation of commodities and thus have a higher likelihood of buying in suboptimal alternatives; and when faced with the first missed opportunity, individuals that are predominantly exercised and predominantly assessed Of individuals are no longer significant differences in revaluation, so there is no longer any difference in the likelihood of suboptimal purchase.