Sự hối tiếc và bất định về hiệu suất trong lựa chọn lặp lại của người tiêu dùng

Springer Science and Business Media LLC - Tập 23 - Trang 353-365 - 2012
Rong Chen1, Jianmin Jia2
1Department of Marketing, School of Economics and Management, Tsinghua University, Beijing, China
2Department of Marketing, Faculty of Business Administration, the Chinese University of Hong Kong, and School of Economics and Management, Southwest Jiaotong University, Chengdu, China

Tóm tắt

Vai trò của sự hối tiếc đối với những lựa chọn của người tiêu dùng đã được công nhận rõ ràng trong các bối cảnh mua sắm có rủi ro. Thay vì chỉ so sánh kết quả, sự hối tiếc cũng nên phụ thuộc vào mức độ không chắc chắn về mong đợi của người tiêu dùng đối với hiệu suất. Để khám phá vấn đề này, bài báo đầu tiên đưa ra một số giả thuyết dựa trên mô hình cập nhật Bayesian, giả định rằng mong đợi của người tiêu dùng là một loại phân phối. Thông qua hai thí nghiệm, chúng tôi cho thấy rằng người tiêu dùng thay đổi ý định lựa chọn của họ đối với các lựa chọn có bất định về hiệu suất khác nhau mặc dù không có sự phủ nhận nào và không có sự hối tiếc nào được trải nghiệm. Kinh nghiệm của người tiêu dùng và thái độ đối với rủi ro điều chỉnh mô hình thay đổi.

Từ khóa

#sự hối tiếc #bất định về hiệu suất #lựa chọn của người tiêu dùng #sự thay đổi lựa chọn #thái độ rủi ro

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