- 期刊
口碑對消費者購後後悔之影響
The Effect of Word of Mouth on Consumer Post-Purchase Regret
摘要
口碑是消費者在決策過程中，重要的資訊來源。然而，文獻中卻較少探討口碑在消費者購買之後的可能影響。而購後後悔是消費者於購買決策後，常發生的負面情緒，但過去關於後悔的研究，多數都忽略了外部資訊是否會影響購後後悔的產生。經由文獻探討，本研究認為消費者於購前採用他人的口碑資訊，會降低購後後悔的程度。本研究以2×2 的組間實驗設計，透過情境敘述的方式，以智慧型手機為研究客體，利用實驗法來檢測本研究之假說。為了提高隨機化的程度，本研究以中國文化大學商學院的學生為受測者，採用結構式問卷來搜集資料。研究結果發現，口碑會顯著負向影響購後後悔。最後，根據發現之結果，提出理論與管理上的意涵，以及未來研究的方向。
並列摘要
Word of mouth is an important information source in consumer decision- making process. However, there were few literatures talked about the potential effect of word of mouth on consumer post-purchase stage. Post-purchase regret is a common negative emotion after purchase, but past research on regret, ignored whether external information affect regret or not. Through the literature review, we consider that consumer adopts word of mouth before purchase, would decrease post-purchase regret. We use 2×2 between-subjects experiment design, through the description of scenarios, smartphone as the research context, and experiment research method to examine hypothesis. To improve randomization, our research sample are sampling from undergraduate students at College of Business, Chinese Culture University, and exploit structured questionnaire to collect data. According to our finding, word of mouth has a significant negative effect on post-purchase regret. At last, we propose implications and future research directions.