满意情景下的消费者后悔对口传的影响研究

后悔是消费者在消费体验之后将购买品牌同放弃的品牌进行比较所得到的负面情感反应,它对于消费者的再购意愿有着重要的影响。本文在验证了消费者可以同时体验满意和后悔这一结论的基础上,进一步研究并证实了后悔不仅会增加对购买品牌的负面口传,而且会增加对放弃品牌的正面口传。在此过程中,消费者同购买品牌的关系质量起到了显著的调节作用。

A Study on Impact of Consumer Regret under the Circumstances of Satisfaction on the Word-of-Mouth

Regret is a negative emotion that the consumer would experience when he compares the purchased product with the forgone product after the experience of using the purchased one.Regret has an important impact on consumers repurchase intention.This research demonstrates that consumer could be satisfied and regretful at the same time,and the further study shows that regret does not only increase the negative word-of-mouth for purchased brand,but it increases the positive word-of-mouth for the forgone brand.During the process,the quality of relationship between consumer and brand acts as a significant moderator.