The Antecedents and Consequences of Regret: the Shopping of Online Tour Package
| Autor: | Hsuan-Hui Huang, 黃鉉惠 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 The consumption cycle starts from consideration of prepurchase alternatives to choose, possess, consume and evaluate products. Regret is a negative, cognitively determined emotion that we experience when realizing or imagining that our present situation would have been better, if we had acted differently. In this research, we want to examine the antecedents of regret and the moderating effect of anticipated regret and disconfirmation. We adopt 2 (known/ unknown) × 2 (high degree/ low degree) × 2 (negative disconfirmation/ positive disconfirmation) to test experimental manipulation. We use convenience sampling to collect data, and a total of 240 copies are valid. The results show that counterfactuals are generated when the chosen outcome is negative and the degree of anticipated regret is high. The research also finds that regret has a negative influence on satisfaction and repurchase intention. This study gives some suggestions for academic and business. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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