作　　者： ; ; ; (徐晶）;

机构地区： 北京大学软件与微电子学院

出　　处： 《管理评论》 2015年第2期77-86,共10页

摘　　要： 降价促销导致的后悔情绪会随着购后时间间隔的不同而出现差异。该文从自责和心理折旧两个影响后悔的主要因素出发,结合产品类型理论,对购后时间间隔对降价引致的后悔情绪的影响机制进行了深入探讨。研究结果表明,相同降价幅度下,购后时间间隔对消费者因降价导致的后悔情绪有显著负向影响。在这种影响路径中,自责具有中介作用。此外,对于功能型产品,心理折旧在购后时间间隔对降价引致的后悔情绪的影响也具有中介作用。 Based on previous studies which find that new information could influence consumers' evaluation standard and then result in regret emotion,this study aims to examine the influence pattern of price promotion on post-purchase regret and how does post- purchase time interval affect this pattern. Combined with product type theory,we study the mediation effect of self-blame and mental depreciation on the influence of price promotion on post-purchase regret. Results show that:(1) time interval has a negative relationship with post-purchase regret: the longer interval,the lower regret;(2) product type has an interactive effect on the influence of time interval on mental depreciation,specifically,for utilitarian product,and time interval has a significant positive effect on mental depreciation;(3) for utilitarian product,mental depreciation mediates the effect of time interval on post-purchase regret;(4) for both utilitarian and hedonic product,self-blame mediates the effect of time interval on post-purchase regret. In conclusion,post-purchase regret diminishes as time goes by. Second,post-purchase time interval influences consumer's self-blame,which in turn affects their regret promotion. Moreover,for utilitarian product,time interval also affects consumers' mental depreciation,which then influences their post-purchase regret. These results suggest that firms should pay attention to the timing of price promotion,and provide appropriate methods to alleviate consumers' negative emotion induced by the price promotion,especially for the hedonic products.

关 键 词： 后悔 降价 产品类型 自责 心理折旧

领　　域： [经济管理] [经济管理]