Anticipated Regret and Consumers' Smartphone Replacement Decisions-The Moderation of Consumers' Personal Traits

摘要

As a necessity of life, smartphones have become rapidly popular in China in recent years. Chinese consumers' never-ending demands for superior function, performance and appearance push them to replace smartphones more frequently, bringing in huge market opportunities for smartphone marketers. In contrast to the previous studies that focus on cognition, this research takes an affective approach to consumer's decisions of replacing consumer and analyzes the impacts of consumers' anticipated regret on their smartphone replacement decisions based on empirical data collected in China. The respective moderating effects of consumers' novelty seeking and need for uniqueness are subsequently examined.