错过购买后不行动后悔的形成机制及影响研究
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摘要
后悔是每个消费者都会经历的一种负面情感，对消费者的心理和行为能够产生重要影响。对后悔的研究始于心理学和经济学领域，消费者行为领域针对后悔的研究还有待进一步深入。后悔分为行动后悔和不行动后悔，目前关于后悔的研究主要集中在行动后悔，十分缺乏针对不行动后悔的研究，尤其在消费者行为领域，很多研究考察了消费者购买产生的后悔，消费者没有购买引起的后悔还属于一个比较新的研究范畴，只有很少的研究针对这一问题进行了考察，对于它是如何产生、具有怎样的影响缺乏深入系统的研究。因此本研究主要考察消费者没有购买引起的后悔。
针对消费者不行动后悔的研究不仅具有理论价值，而且具有实践价值，因为产品即使达到了消费者的效用阈限，消费者由于选择困难、想要搜索更多信息等原因经常选择不购买。能否唤回这部分消费者对企业而言具有重要意义。要解决这一问题不行动后悔是值得重视的情感，已有研究表明为没有购买而后悔的消费者是非常有价值的消费者，他们的购买意向与满意的消费者的购买意向类似，甚至高于满意的消费者。但目前还不清楚消费者错过购买后不行动后悔在什么情境下产生、哪些心理机制会发挥作用，对于不行动后悔是否一定能够提高购买意向也缺乏充分的研究。为了丰富对这一问题的认识，本文针对错过购买机会以后的不行动后悔，在归纳、整理后悔领域相关研究的基础上，围绕禀赋效应理论和反事实思维理论，对它的形成机制和影响进行了系统的研究。
本文首先进行了前期探索性研究，通过消费者深入访谈提炼不行动后悔的形成机制和影响，为构建理论假设做准备。在借鉴相关理论和前期探索性研究的基础上，本文系统地研究了不行动后悔的形成机制和影响，通过七个研究（包括六个行为学实验和一个问卷调查）对假设进行验证。主要研究结论如下：
1．不行动后悔的形成机制
前期探索性研究和理论研究表明，错过的购买机会的有限性是不行动后悔的重要前置因素。购买机会的有限性表现为特定消费者未来再次获取同样购买机会的可能性，获取的可能性越小，购买机会的有限性越高。购买机会有限性对不行动后悔有正向影响，禀赋效应和上行反事实思维是两个重要的机制。具体而言，首先购买机会有限性对禀赋效应和上行反事实思维有正向影响，错过购买后，如果购买机会有限性较高，会产生较强的禀赋效应，消费者对产品价值评价的提高幅度较大；同时会产生较多的上行反事实思维，想象如果购买了该产品会得到更好的结果。其次禀赋效应和上行反事实思维对不行动后悔有正向影响，禀赋效应越强，上行反事实思维数量越多，不行动后悔程度越高。禀赋效应和上行反事实思维中介购买机会有限性对不行动后悔的影响。同时，产品类型（享乐品/实用品）会调节购买机会有限性对禀赋效应和上行反事实思维的影响。本研究通过三个行为学实验和一个问卷调查对上述假设进行了验证。
2．不行动后悔的影响
错过购买后，如果消费者产生不行动后悔，面对下一次购买机会时，不行动后悔会成为动力促使消费者提高购买意向。但是前期探索性研究和理论研究表明，即使消费者感到不行动后悔，也不一定提高购买意向，还可能通过自我心理调节减轻后悔。在什么情境下不行动后悔产生哪种影响是亟待研究的问题。本研究认为，面对下一次购买机会时，购买机会的易达性会调节不行动后悔对购买意向的影响，如果该购买机会容易到达，不行动后悔会提高购买意向，但如果该购买机会难以到达或到达它的成本高于收益，购买意向不会显著提高。本研究通过两个行为学实验证明了上述观点。同时从整体来看，错过的购买机会的有限性对未来购买意向有正向影响，不行动后悔起中介作用，这一假设也得到了实验的证明。
本研究关注错过购买后的不行动后悔，考察了它的形成机制和影响。从已有研究来看，很少研究对不行动后悔的形成机制进行系统的探讨，本研究弥补了这一空白点。同时在考察不行动后悔的影响时，发现虽然不行动后悔能够提高购买意向，但这一影响受到未来购买机会易达性的调节，丰富了关于后悔影响的研究。之前关于后悔的研究大多关注它的负面影响，而本研究的立足点是不行动后悔在一定情况下能够成为一种动力促使消费者提高购买意向，通过了解不行动后悔的形成机制和影响，有助于营销者了解消费者错过购买后在什么情况下会产生不行动后悔，以及不行动后悔在什么情境下能够提高购买意向。这对于企业如何有效地安排促销活动的内容、期限具有现实指导意义，也有助于企业采取正确的营销措施促使错过购买的消费者在下一次购买。
Regret is a negative emotion that every consumer may experience. It hassignificant influence on both psychology and behavior. The research on regretderives from psychological and economical fields, so we will go further to explorethis topic in the field of consumer’s behavior. Regret can be divided into actionregret and inaction regret. In recent years, the studies mainly focus on action regretwhile pay less attention to inaction regret, especially in the field of consumer’sbehavior. Most researches focus on the regret after purchasing. However, regret aftermissing a purchase is a relatively new topic, and only a few researchs focus on it.Research on its formation and influence is needed. Therefore, this study mainlyanalyses the consumer’s inaction regret.
The study of inaction regret contributes to both academic and practical field.Even if the products have reached the consumer’s utility threshold, consumers wouldlike to search for more information rather than buy the products, because of thedifficulty of choosing. How to call back these consumers is of great importance forenterprises. Inaction regret is a valuable emotion to solving this problem. Someresearches have shown that the consumer who experienced inaction regret isvaluable, because his purchase intention is similar to satisfied consumer’s, evenhigher than the latter. However, at present, we still have little understanding abouthow inaction regret occurs, and what kinds of mechanisms cause it. And whetherinaction regret can increase purchase intention is still need sufficient research. Inorder to enrich our understanding on this issue, the study will carry out asystematical research on inaction regret, which is mainly based on the EndowmentEffect Theory and Counterfactual Thinking Theory.
At the beginning of this study, we review previous literature on regret andinaction, and explore psychology mechanism of inaction regret through in-depthinterview. Then we systematically analyze the mechanism and effect of inactionregret. And through six behavioral experiments and one explorative research, we can draw some main conclusions as follows:1. The mechanism of inaction regret
Based on the experimental and theoretical study, it shows that the limitation ofpurchase opportunities is a main cause of inaction regret. The limitation of purchaseopportunities is defined as the difficulties and possibility to regain the same purchaseopportunities. It has a positive effect on the inaction regret. Endowment effect andupward counterfactual thinking are two significant mechanisms. Firstly, limitation ofpurchase opportunities has positive effect on endowment effect and upwardcounterfactual thinking. When consumers missed purchasing, there will be a strongendowment effect if the purchase opportunities are limited. At the same time, therewill be more upward counterfactual thinking, imagining that there would be a goodresult if they have purchased this product. Secondly, endowment effect and upwardcounterfactual thinking have positively effect on inaction regret. As the endowmenteffect gets stronger and the number of upward counterfactual thingking increase,inaction regret will be higher. Meanwhile, types of products (hedonic products orutility product) will moderate the effect of limitation of purchase opportunities onendowment effect and upward counterfactual thinking. This study demonstratesthese hypotheses through three behavioral experiments and one explorative research.2. The influence of inaction regret
If inaction regret occurs after missing a purchase, the purchase intention willincrease in future. However, the explorative research and theoretical research showthat even though consumers feel inaction regret, their purchase intention may notincrease, and inaction regret can be released by psychological self-regulation.Previous researches on regret also show that regret can cause different effects. Weurgently need to find out the different effects under different circumstances. Frommy point of view in this study, when consumers meet next purchase opportunity,perceived accessibility of the purchase opportunities will moderate the influence ofinaction regret on purchasing intention. If consumers can easily access to thispurchase opportunity, inaction regret will increase purchase intention. On the otherhand, however, if purchase opportunities are difficult to access, the purchaseintention will not obviously increase. This research use behavioral experiments to demonstrate the propositions above. At the same time, limitation of purchaseopportunities has positive effect on the future purchase intention, and inaction regretwill mediate this effect. This hypothesis has also been proved.
The paper focuses on inaction regret after missing a purchase, as well as itsformation mechanism and effect. It shows that limitation of purchase opportunities isa main reason for inaction regret, and endowment effect and upward counterfactualthinking are important psychology mechanism. Few previous researches havefocused on formation of inaction regret. This study has redeemed this gap.Meanwhile, it also finds out that although inaction regret can increase the purchaseintention, this influence is moderated by perceived accessibility of purchaseopportunities. This can enrich the study on effect of regret. Actually the previousstudy mostly emphasize on regret's negative effect, while this study stress thatinaction regret can shift to promote purchase intention under certain circumstances.The result of this study can help marketing managers to understand under whatcondition will consumers have inaction regret after missing purchasing, and whencan it increase the purchase intention. It is of significance for enterprises toeffectively arrange the content and time of sale promotions. It also can helpenterprises adopt appropriate marketing strategies to call back consumers missing apurchase.
针对消费者不行动后悔的研究不仅具有理论价值，而且具有实践价值，因为产品即使达到了消费者的效用阈限，消费者由于选择困难、想要搜索更多信息等原因经常选择不购买。能否唤回这部分消费者对企业而言具有重要意义。要解决这一问题不行动后悔是值得重视的情感，已有研究表明为没有购买而后悔的消费者是非常有价值的消费者，他们的购买意向与满意的消费者的购买意向类似，甚至高于满意的消费者。但目前还不清楚消费者错过购买后不行动后悔在什么情境下产生、哪些心理机制会发挥作用，对于不行动后悔是否一定能够提高购买意向也缺乏充分的研究。为了丰富对这一问题的认识，本文针对错过购买机会以后的不行动后悔，在归纳、整理后悔领域相关研究的基础上，围绕禀赋效应理论和反事实思维理论，对它的形成机制和影响进行了系统的研究。
本文首先进行了前期探索性研究，通过消费者深入访谈提炼不行动后悔的形成机制和影响，为构建理论假设做准备。在借鉴相关理论和前期探索性研究的基础上，本文系统地研究了不行动后悔的形成机制和影响，通过七个研究（包括六个行为学实验和一个问卷调查）对假设进行验证。主要研究结论如下：
1．不行动后悔的形成机制
前期探索性研究和理论研究表明，错过的购买机会的有限性是不行动后悔的重要前置因素。购买机会的有限性表现为特定消费者未来再次获取同样购买机会的可能性，获取的可能性越小，购买机会的有限性越高。购买机会有限性对不行动后悔有正向影响，禀赋效应和上行反事实思维是两个重要的机制。具体而言，首先购买机会有限性对禀赋效应和上行反事实思维有正向影响，错过购买后，如果购买机会有限性较高，会产生较强的禀赋效应，消费者对产品价值评价的提高幅度较大；同时会产生较多的上行反事实思维，想象如果购买了该产品会得到更好的结果。其次禀赋效应和上行反事实思维对不行动后悔有正向影响，禀赋效应越强，上行反事实思维数量越多，不行动后悔程度越高。禀赋效应和上行反事实思维中介购买机会有限性对不行动后悔的影响。同时，产品类型（享乐品/实用品）会调节购买机会有限性对禀赋效应和上行反事实思维的影响。本研究通过三个行为学实验和一个问卷调查对上述假设进行了验证。
2．不行动后悔的影响
错过购买后，如果消费者产生不行动后悔，面对下一次购买机会时，不行动后悔会成为动力促使消费者提高购买意向。但是前期探索性研究和理论研究表明，即使消费者感到不行动后悔，也不一定提高购买意向，还可能通过自我心理调节减轻后悔。在什么情境下不行动后悔产生哪种影响是亟待研究的问题。本研究认为，面对下一次购买机会时，购买机会的易达性会调节不行动后悔对购买意向的影响，如果该购买机会容易到达，不行动后悔会提高购买意向，但如果该购买机会难以到达或到达它的成本高于收益，购买意向不会显著提高。本研究通过两个行为学实验证明了上述观点。同时从整体来看，错过的购买机会的有限性对未来购买意向有正向影响，不行动后悔起中介作用，这一假设也得到了实验的证明。
本研究关注错过购买后的不行动后悔，考察了它的形成机制和影响。从已有研究来看，很少研究对不行动后悔的形成机制进行系统的探讨，本研究弥补了这一空白点。同时在考察不行动后悔的影响时，发现虽然不行动后悔能够提高购买意向，但这一影响受到未来购买机会易达性的调节，丰富了关于后悔影响的研究。之前关于后悔的研究大多关注它的负面影响，而本研究的立足点是不行动后悔在一定情况下能够成为一种动力促使消费者提高购买意向，通过了解不行动后悔的形成机制和影响，有助于营销者了解消费者错过购买后在什么情况下会产生不行动后悔，以及不行动后悔在什么情境下能够提高购买意向。这对于企业如何有效地安排促销活动的内容、期限具有现实指导意义，也有助于企业采取正确的营销措施促使错过购买的消费者在下一次购买。
Regret is a negative emotion that every consumer may experience. It hassignificant influence on both psychology and behavior. The research on regretderives from psychological and economical fields, so we will go further to explorethis topic in the field of consumer’s behavior. Regret can be divided into actionregret and inaction regret. In recent years, the studies mainly focus on action regretwhile pay less attention to inaction regret, especially in the field of consumer’sbehavior. Most researches focus on the regret after purchasing. However, regret aftermissing a purchase is a relatively new topic, and only a few researchs focus on it.Research on its formation and influence is needed. Therefore, this study mainlyanalyses the consumer’s inaction regret.
The study of inaction regret contributes to both academic and practical field.Even if the products have reached the consumer’s utility threshold, consumers wouldlike to search for more information rather than buy the products, because of thedifficulty of choosing. How to call back these consumers is of great importance forenterprises. Inaction regret is a valuable emotion to solving this problem. Someresearches have shown that the consumer who experienced inaction regret isvaluable, because his purchase intention is similar to satisfied consumer’s, evenhigher than the latter. However, at present, we still have little understanding abouthow inaction regret occurs, and what kinds of mechanisms cause it. And whetherinaction regret can increase purchase intention is still need sufficient research. Inorder to enrich our understanding on this issue, the study will carry out asystematical research on inaction regret, which is mainly based on the EndowmentEffect Theory and Counterfactual Thinking Theory.
At the beginning of this study, we review previous literature on regret andinaction, and explore psychology mechanism of inaction regret through in-depthinterview. Then we systematically analyze the mechanism and effect of inactionregret. And through six behavioral experiments and one explorative research, we can draw some main conclusions as follows:1. The mechanism of inaction regret
Based on the experimental and theoretical study, it shows that the limitation ofpurchase opportunities is a main cause of inaction regret. The limitation of purchaseopportunities is defined as the difficulties and possibility to regain the same purchaseopportunities. It has a positive effect on the inaction regret. Endowment effect andupward counterfactual thinking are two significant mechanisms. Firstly, limitation ofpurchase opportunities has positive effect on endowment effect and upwardcounterfactual thinking. When consumers missed purchasing, there will be a strongendowment effect if the purchase opportunities are limited. At the same time, therewill be more upward counterfactual thinking, imagining that there would be a goodresult if they have purchased this product. Secondly, endowment effect and upwardcounterfactual thinking have positively effect on inaction regret. As the endowmenteffect gets stronger and the number of upward counterfactual thingking increase,inaction regret will be higher. Meanwhile, types of products (hedonic products orutility product) will moderate the effect of limitation of purchase opportunities onendowment effect and upward counterfactual thinking. This study demonstratesthese hypotheses through three behavioral experiments and one explorative research.2. The influence of inaction regret
If inaction regret occurs after missing a purchase, the purchase intention willincrease in future. However, the explorative research and theoretical research showthat even though consumers feel inaction regret, their purchase intention may notincrease, and inaction regret can be released by psychological self-regulation.Previous researches on regret also show that regret can cause different effects. Weurgently need to find out the different effects under different circumstances. Frommy point of view in this study, when consumers meet next purchase opportunity,perceived accessibility of the purchase opportunities will moderate the influence ofinaction regret on purchasing intention. If consumers can easily access to thispurchase opportunity, inaction regret will increase purchase intention. On the otherhand, however, if purchase opportunities are difficult to access, the purchaseintention will not obviously increase. This research use behavioral experiments to demonstrate the propositions above. At the same time, limitation of purchaseopportunities has positive effect on the future purchase intention, and inaction regretwill mediate this effect. This hypothesis has also been proved.
The paper focuses on inaction regret after missing a purchase, as well as itsformation mechanism and effect. It shows that limitation of purchase opportunities isa main reason for inaction regret, and endowment effect and upward counterfactualthinking are important psychology mechanism. Few previous researches havefocused on formation of inaction regret. This study has redeemed this gap.Meanwhile, it also finds out that although inaction regret can increase the purchaseintention, this influence is moderated by perceived accessibility of purchaseopportunities. This can enrich the study on effect of regret. Actually the previousstudy mostly emphasize on regret's negative effect, while this study stress thatinaction regret can shift to promote purchase intention under certain circumstances.The result of this study can help marketing managers to understand under whatcondition will consumers have inaction regret after missing purchasing, and whencan it increase the purchase intention. It is of significance for enterprises toeffectively arrange the content and time of sale promotions. It also can helpenterprises adopt appropriate marketing strategies to call back consumers missing apurchase.
引文
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