消費者產品知識與猶豫不決對購後滿意度與購後後悔之研究

A Research on Exploring the Influence of Customer Product Knowledge, Hesitation, to His Post-Purchase Satisfaction and Post-Purchase Regret

10.3966/181666012016041201002

黃慧新(Hui-Hsin Huang)

產品知識 ； 猶豫不決 ； 購後滿意度 ； 購後後悔 ； product knowledge ； hesitation ； post-purchase satisfaction ； post-purchase regret

行銷科學學報

12卷1期（2016 / 04 / 01）

23 - 38

繁體中文

由於行銷市場上產品的複雜化與多樣化，消費者所擁有的產品知識和決策時猶豫不決特質，都會影響購後結果之評估，但過去少有研究直接探究這兩個變數對於消費者購後滿意度之影響；故本研究將焦點放在討論產品知識、猶豫不決對購後滿意度、並購後滿意度對後悔之影響；研究以實驗法先陳列產品資訊，接著進行變項測量，最後對後悔以口碑方式進行操弄與測量，結果發現，產品知識越高購後滿意度越高、猶豫不決程度越高購後滿意度越低，而購後滿意度越高後悔程度越低。因此未來行銷管理者可以透過提供相關且充足的資訊給消費者增加其產品知識、降低猶豫不決，以提升購後滿意度。

According to the complicated and various functions of products, the hesitation and product knowledge may influence the result of post-purchase evaluation. But there is less previous research making discussion on the direct effect from hesitation and product knowledge to post-purchase satisfaction. Thus this paper focuses on exploring the impact of product knowledge, hesitation to satisfaction and the influence of satisfaction on regret. This study conducts experiment method to demonstrate the information of product, manipulate the regret(high/low) from word of mouth and then measure these observation variables. The results show that the higher product knowledge cases higher satisfaction and the higher hesitation lead to higher satisfaction. If the customer feels more satisfied then he will fell less regret. Finally, in order to increase customer satisfaction of post-purchase, the marketing manager can provide sufficient product information for the customer to increase product knowledge and decrease the hesitation.

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