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后悔情绪对旅游购物的影响早已引起学术界的关注,但学者们主要集中在购后后悔的研究。文章从预期后悔理论视角出发,将预期后悔划分为预期作为后悔和预期不作为后悔两类,通过两个情境模拟实验,分别探讨产生两类预期后悔情绪的关键影响因素和作用机理。研究结果表明:(1)不确定性感知、购买机会有限性是产生两类不同预期后悔情绪的前置因素;(2)旅游者的不确定性感知越高,其预期作为后悔情绪越高;(3)旅游商品的购买机会有限性越高,旅游者预期不作为后悔情绪越高;文章有助于深化对预期后悔情绪的认识,为旅游商品购买决策相关研究奠定了理论基础。
The influence of regret emotion on tourism shopping has aroused the concern of academics, but scholars mainly focus on the study of regret after purchase. From the perspective of expected regret theory, the article divides the expected regret into two types: regret and expectation as regret, and discusses the key influencing factors and mechanism by which two types of prospective regret emotion come into being. The results show that: (1) Uncertainty perception and limited purchasing opportunity are two factors that lead to different kinds of expected regret moods; (2) The higher the senses of tourists’ uncertainty, the higher their expectation as regret moods; (3) The more limited the opportunities for the purchase of travel goods, the higher the tourists’ expectations of not being regretful; the article helps to deepen the understanding of the expected regret mood and lays a theoretical foundation for the research on the decision-making of travel goods purchase.