结果、过程与评估视角下的消费者后悔研究

文章在结果、过程与评估这三者关系的视角框架下探讨消费者后悔，意在揭示结果，过程与后悔之间的关系及其影响机制。文章认为过程对后悔的影响存在着主效应，而结果在过程对后悔的影响申起着调节作用，并通过实验设计验证了所提出的观点，最后对这一研究的意义做了阐述。

Research of Consumer Regret Under the Framework of Outcome, Process and Evaluation

This study examines consumer regret under the interactions among outcome,process,and evaluation,so as to reveal the true influences of these three antecedents upon regret.Process is hypothesized to provide a main effect to regret,while outcome merely plays a moderator role during this process.Results from an experimental examination assure the above viewpoints.Discussions of the results and implications follow.