价格变化、后悔与交易价值损失对抱怨的影响

利用情景模拟实验设计方法获取数据,并采用结构方程模型研究了价格变化对已购买产品的顾客带来的心理感受和影响,结果发现:当产品实际价格下降水平超过已购买者心理预期时,顾客会感受到交易价值损失,且交易损失感受对顾客的后悔感有显著的正向影响,但交易价值损失并不直接影响顾客抱怨,后悔感受构成了交易损失和顾客抱怨关系的中介变量。

Effects of Price Change, Regret and Transaction Value Loss on Customer Complaints

Using scenario to experimental design and structure equation modeling, the authors reveal the results that as products price decrease extent exceed buyers price-falling expectation,customers experience transaction value loss,this feeling does have positive effect on customer regret,value loss does not influence customer complaint directly but by customer regret as a mediator variable, this result of this research serve theory framework to management price strategy.