Dynamic Effects of Negative Consumption Emotions on Consumer Loyalty--An Empirical Research Based on Product HedonicUtil itarian Value Failure

摘要

By reviewing moderating effect of evaluation time, this paper focuses on the dynamic effects of consumer loyalty evaluations resulting from evaluations of negative emotion after undergoing product failure with lower hedonic or utilitarian values under immediate and delayed conditions. Studies have found that owing to the existence of post-consumption memory bias, the delayed evaluation on negative promotion emotions for products with lower hedonic value will have a negative deviation, so that the delayed loyalty evaluation is higher than that of immediate evaluation, while the delayed evaluation on negative prevention emotions for products with lower utilitarian value will have a positive deviation, so that the delayed loyalty evaluation is lower than that of immediate evaluation.