替代選項吸引力與購後後悔關係之研究：決策合理性之干擾效果

The Relationship between Alternative Attractiveness and Post-purchase Regret: The Moderating Effect of Decision Justifiability

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

替代選項吸引力 ； 購後後悔 ； 決策合理性 ； Alternative Attractiveness ； Post-purchase Regret ； Decision Justifiability

文大商管學報

19卷2期（2014 / 09 / 01）

107 - 125

繁體中文

替代選項之資訊是影響購後後悔之主要因素。因此既有文獻顯示，在購買之後，消費者所知覺到的替代選項吸引力會與購後後悔呈正相關。然而在某些情況下，替代選項吸引力對於購後後悔之影響是有限的。為了釐清此二變數關係之最大可能範圍，本研究以決策合理性為干擾變數之實證研究結果發現，消費者在購買之後，所知覺其制定購買決策時的決策合理性會減弱替代選項吸引力與購後後悔之間的正向關係。最後，針對此研究結果提出管理意涵與後續研究建議。

Information about alternative options is one of the major factors affecting post-purchase regret so extant literature has shown that the relationship between alternative attractiveness and post-purchase regret is positive. However, in some cases, the impact of the alternative attractiveness on post-purchase regret is limited. Based on adopting decision justifiability as the moderator, this study aims to investigate the maximal effectiveness of the relationship between alternative attractiveness and post -purchase regret. The study finds that consumers' perceptions after purchase of their decision justifiability at the time of making decision can weaken the positive relationship between alternative attractiveness and post -purchase regret. The study finally also suggests the managerial implications and further research directions derived from the findings.

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