視窗關閉動作對消費者後悔與選擇滿意度之影響

The Effect of Webpage Closure on Consumer Regret and Decision-Making Satisfaction

凌儀玲(I-Ling Ling) ； 謝致慧(Chih-Hui Shieh) ； 周楷能(Kai-Neng Zhou)

《中山管理評論》 27卷2期 (2019/06) Pp. 419-450

https://doi.org/10.6160/SYSMR.201906_27(2).0005

摘要

本研究以網購為研究背景，引用心理閉合理論，探討消費者進行一項特定的實際關閉動作時，可促發「選擇終止」的效果。透過二個實驗驗證了執行視窗關閉動作□，可抑制消費者重新考慮他們的決策，對減低後悔和提升選擇滿意度有所助益。研究也發現，產品訊息承載量在視窗關閉動作與選擇滿意度之間具有干擾作用，當產品訊息承載過高，造成認知能力下降，視窗關閉動作反而有效降低後悔、提升選擇滿意度。研究結果也發現，執行視窗關閉動作不僅直接影響選擇滿意度，也可透過後悔程度與決策信心的中介效果，間接影響選擇滿意度。本研究結論可供網路零售商運用選擇終止機制以擬定行銷策略，期待降低消費者後悔程度與提升抉擇之滿意程度。

關鍵字

視窗關閉動作 ； 後悔 ； 決策信心 ； 選擇滿意度 ； 產品訊息承載量

並列摘要

The purpose of this study is to investigate the effect of webpage closure on regret, decision-making confidence and decision-making satisfaction. The concept of webpage closure is based on choice closure. Two experiments showed that the action of webpage closure reduces post-purchase regret. The results also indicate that message overload moderates the effect of webpage closure on regret and decision-making satisfaction. Under low message overload, the action of webpage closure increases consumer decision-making satisfaction; on the other hand, under high message overload, the action of webpage closure decreases their decision-making satisfaction. Furthermore, the effect of webpage closure on decision-making satisfaction is multiple mediated by regret and decision-making confidence. These findings suggest that a simple action can improve satisfaction with a difficult decision.

並列關鍵字

Webpage Closure ； Regret ； Decision-making Confidence ； Decision-making Satisfaction ； Message Overload

參考文獻

行政院全球資訊網 , 2015 , 「 消費者保護法施行細則 」 , http://www.ey.gov.tw/News_Content.aspx?n=6E8EDD252B843AF0&s=BB90736113 DA3BE0, accessed on December 25, 2015. (Global Information Website of Executive Yuan, Republic of China, 2015, "Enforcement Rules of Consumer Protection Act," http://www.ey.gov.tw/News_Content.aspx?n=6E8EDD252B843AF0&s=BB90736113 DA3BE0, accessed on December 25, 2015.)

Anderson, U. and Wright, W. F., 1988, “Expertise and the Explanation Effect," Organizational Behavior and Human Decision Processes, Vol. 42, No. 2, 250-269.

Bayus, B. L. and Putsis Jr, W. P., 1999, "Product Proliferation: An Empirical Analysis of Product Line Determinants and Market Outcomes," Marketing Science, Vol. 18, No. 2, 137-153.

Bearden, W. O., Hardesty, D. M., and Rose, R. L., 2001, “Consumer Self-confidence: Refinements in Conceptualization and Measurement," Journal of Consumer 99 Research, Vol. 28, No. 1, 121-134.

Beike, D. R., Adams, L. P., and Wirth-Beaumont, E. T., 2007, "Incomplete Inhibition of Emotion in Specific Autobiographical Memories," Memory, Vol. 15, No. 4, 375-389.