Regret being the popular current research on consumers buying emotions,most scholars focus on psychology factors that influence regret progress and give advice in a general way unrelated with commerce,while pay little attention to connection between regret and perceived risk.We found their relationship at different stages from the perspective of the consumers' perceived risk.We divided regret into two progresses that were anticipated regret attribution,studied the relationship between perceived risk and regret,which could be more deeply in analysis of consumers' buying decision progress.We used PLS method to measure direct impact of consumers' perception risk on anticipated regret and experienced regret,drew a conclusion that consumers' perception risk had a significant positive effect on anticipated regret and experienced regret.What's more,through testing different size influence of six dimensions of perceived risk,we made it feasible for marketers to distinguish.Lastly,this study described the theoretical results and inspiration for consumer-oriented corporations.
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