营销科学学报 ›› 2014, Vol. 10 ›› Issue (3): 62-84.

• 论文 • 上一篇    下一篇

过去真的过去了吗:以往回忆的启动对当前非计划购买决策的影响

朱华伟,靳菲,黄印   

  1. 朱华伟,通讯作者,武汉大学经济与管理学院副教授,E-mail:zhuhuawei@whu.edu.cn。
    靳菲,武汉大学经济与管理学院硕士研究生,E-mail:jinfei0221@126.com。
    黄印,武汉大学经济与管理学院硕士研究生,E-mail:whuhuangyin@163.com。
     
  • 出版日期:2014-09-01 发布日期:2014-11-10
  • 基金资助:

    本研究得到国家自然科学学基金项目“消费者理性与感性相冲突的矛盾性态度研究:建构水平视角”(71002078)的资助,特此致谢。非常感谢两位匿名评审专家提出宝贵的评审意见。

Is Past really Past? The Influence of Triggering the Memory of Past Experience on Present Unplanned Purchase Decisions

Zhu Huawei, Jin Fei, Huang Yin   

  1. Economics and Management School, Wuhan University
  • Online:2014-09-01 Published:2014-11-10

摘要:

消费者在非计划购买中经常面临矛盾性决策。作者根据类比学习理论提出,消费者的以往回忆将影响当前矛盾性决策的结果。通过一个预研究和两个实验研究,作者发现行动后悔通过降低对购买收益和不购买损失的感知降低非计划购买意向,不行动后悔通过提高对购买收益和不购买损失的感知提高非计划购买意向。消费者自我调节导向对上述关系具有调节作用。

关键词: 非计划购买, 以往回忆, 后悔, 购买理由, 自我调节导向

Abstract:

Consumers often pursue contradicted goals in one decision, rendering the decision into an ambivalent one. This is especially true for unplanned purchase decisions. Recognizing the dynamic nature of consumer decisions, we explore whether and how consumers’ past regret influences their decision-making in present. Through a pretest and two empirical studies, we find that consumers’ action regret on past purchase experience may decrease their present intention to purchase when unplanned desire occurs, whereas inaction regret from past non-purchase may increase the present purchase. Based on the justification theory, we go deeper to explore the underlying mechanism. We argue and find that past action vs. inaction regret experience entail consumers to pay attention to the gain vs. loss inherent in the present purchase, and then this differentiated emphasis in return affect their present purchase decision-making. Besides, the effect of action/inaction regret may vary with consumers’ regulatory focus.

Key words: Unplanned Purchase, Past Memory, Regret, Purchase Justification, Self-regulation