品牌形象與購後後悔關係之研究

The Relationship between Brand Image and Post-purchase Regret

10.3966/181666012015041101002

周建亨(Chien-Heng Chou)；梁凱怡(Kai-Yi Liang)

品牌形象 ； 購後後悔 ； 搜尋後悔 ； 期望失驗 ； Brand Image ； Post-purchase Regret ； Search Regret ； Expectancy Disconfirmation

行銷科學學報

11卷1期（2015 / 04 / 01）

37 - 63

繁體中文

品牌形象是由消費者對品牌屬性之信念所組成，是消費者評估產品品質的外部線索之一，甚至是代表產品的整體資訊。因此，在消費者制定購買決策時，品牌形象可以正向地影響消費者對於產品的期望，也因此會提高消費者的購買可能性。然而，根據決策後悔（post-decision regret）的文獻，本研究認為品牌形象與購後後悔呈正相關。因為較高的期望意味著較高的負面失驗或較低正面失驗，而許多研究指出，負面失驗會引起自發性的反事實思考，進而產生決策後悔。此外，品牌形象可以降低消費者在購買決策階段的知覺風險，而當消費者的知覺風險較低時，消費者會更有自信地減少其他產品的資訊搜尋。近來已有實證研究指出，由於在購買決策前沒有做更多的資訊搜尋程序，消費者在購買後比較容易產生搜尋後悔（search regret）的感受。由於整體的決策後悔是包括決策程序的後悔與決策結果的後悔，所以當消費者在決策之後經歷到搜尋後悔的時候，整體的購後後悔程度也會比較高。本研究以智慧型手機作為研究客體，以中國文化大學商學院修習行銷研究課程、自願參與本研究之學生為實驗對象，以2（品牌形象：高、低）×2（已選擇的選項之結果：好的、不好的）×2=（品牌名稱：購買X品牌且棄絕Y品牌、購買Y品牌且棄絕X品牌）之組間設計（between-group design），以實驗法收集假說檢定之資料。研究結果發現，品牌形象與購後後悔及搜尋後悔呈顯著正向關係。最後，針對研究結果提出理論與管理上之含意。

Being one of the external clues to evaluating the quality of a product, brand image consists of consumers' beliefs in the brand attributes. Con- sumers tend to utilize brand image to infer or maintain the perceived quality of a product and/or even to represent the overall information about the product. Therefore brand image can positively affect consumers' expectation of the brand and thus enhance the purchase likelihood. However, according to the literature on post-decision regret, this study proposes that brand image can be positively related to post-purchase regret. It is because higher expectation induces or implies higher negative disconfirmation or lower positive disconfirmation. Researchers have found that negative disconfirmation can lead to spontaneous counterfactual thinking, and thus further to post-decision regret. In addition, brand image can reduce the perceived risk in the decision-making phase. The lower the perceived risk is, the higher the self-confidence of the consumer’s becomes. And that reduces information search by consumers for other products. Some recent empirical researches have also showed that consumers are more likely to have the feelings of search regret after purchase due to the fact that they have not done much to gathering more information before making purchase decision. Since the overall decision regret includes process regret and regret from decision outcome, search regret can cause higher overall post-purchase regret. This study uses smartphone as object, inviting students studying Marketing at College of Business, Chinese Culture University as respondents, and based on a 2 (brand image: high, low) x 2 (outcome from option chosen: good, bad) x 2 (brand name: chosen X and forgone Y, chosen Y and forgone X) between-group design. It empirically finds that brand image can lead to greater post-purchase regret and search regret, presenting the related theoretical and practical implications of the research results.

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