【摘要】：本研究探討了反事實(shí)思維與感知決策合理性同時(shí)存在時(shí)對(duì)消費(fèi)者預(yù)期后悔的影響。實(shí)驗(yàn)一共有80名被試參與,采用2 (購(gòu)買時(shí)機(jī))×2 (與朋友決策的一致性)的混合設(shè)計(jì),深入驗(yàn)證反事實(shí)思維易發(fā)性的特征及其對(duì)預(yù)期后悔的影響。實(shí)驗(yàn)二共有被試80名,為了深入探究感知決策合理性對(duì)預(yù)期后悔的影響,采用2 (購(gòu)買時(shí)機(jī))×2 (決策過(guò)程的謹(jǐn)慎程度)的混合設(shè)計(jì)。實(shí)驗(yàn)三共有被試240名,采用2 (購(gòu)買時(shí)機(jī))×2 (與朋友決策的一致性)×2 (決策過(guò)程的謹(jǐn)慎程度)的完全隨機(jī)實(shí)驗(yàn)設(shè)計(jì),探討在沒有組內(nèi)設(shè)計(jì)時(shí),被試能否自主誘發(fā)對(duì)反事實(shí)思維的思考,并系統(tǒng)研究購(gòu)買時(shí)機(jī)、與朋友決策的一致性及決策過(guò)程謹(jǐn)慎程度對(duì)預(yù)期后悔的影響作用。研究結(jié)果如下:(1)實(shí)驗(yàn)一中,與朋友決策的一致性對(duì)消費(fèi)者預(yù)期后悔影響的主效應(yīng)顯著;購(gòu)買時(shí)機(jī)對(duì)預(yù)期后悔影響的主效應(yīng)不顯著;交互效應(yīng)不顯著。(2)實(shí)驗(yàn)二中,決策過(guò)程的謹(jǐn)慎程度對(duì)消費(fèi)者預(yù)期后悔影響的主效應(yīng)顯著;購(gòu)買時(shí)機(jī)對(duì)預(yù)期后悔影響的主效應(yīng)不顯著;交互效應(yīng)不顯著。(3)實(shí)驗(yàn)三中,購(gòu)買時(shí)機(jī)對(duì)消費(fèi)者預(yù)期后悔影響的主效應(yīng)顯著;與朋友決策的一致性對(duì)預(yù)期后悔影響的主效應(yīng)不顯著;決策過(guò)程的謹(jǐn)慎程度對(duì)預(yù)期后悔影響的主效應(yīng)顯著;交互效應(yīng)均不顯著。得出以下研究結(jié)論:(1)和朋友做出一致購(gòu)買決策時(shí),消費(fèi)者反事實(shí)思維的易發(fā)性降低,引發(fā)了較少的預(yù)期后悔情緒。(2)在謹(jǐn)慎的決策過(guò)程下,消費(fèi)者感知自身決策的合理性程度越高,產(chǎn)生的預(yù)期后悔情緒越少。(3)反事實(shí)思維與感知決策合理性均對(duì)預(yù)期后悔產(chǎn)生影響。以后購(gòu)買類似于一種“社會(huì)風(fēng)俗”式常規(guī),引發(fā)較少的預(yù)期后悔情緒。與朋友決策一致類似于一種“小團(tuán)體”式常規(guī),對(duì)預(yù)期后悔的影響較前者要小。
[Abstract]:This study explores the impact of counterfactual thinking and perceived rationality on consumers' expected regret. A total of 80 subjects were involved in the experiment. The mixed design of 2 (buying time) 脳 2 (consistency with friends' decision making) was used to verify the characteristics of the susceptibility of counterfactual thinking and its influence on expected regret. In experiment 2, there were 80 subjects. In order to explore the effect of perceived decision rationality on expected regret, a mixed design of 2 (timing of purchase) 脳 2 (degree of discretion in the decision-making process) was used. A total of 240 subjects in experiment 3 were studied by using a complete randomized design of 2 (buying time) 脳 2 (consistency with friends' decision making) 脳 2 (degree of caution in the decision-making process). Whether the subjects can independently induce the thinking of counterfactual thinking, and systematically study the influence of purchasing timing, consistency with friends' decision and the degree of discretion in the decision-making process on the expected regret. The results are as follows: (1) in experiment 1, the main effects of consistency with friends on consumers' expected regret were significant; the main effects of purchasing timing on expected regret were not significant; and the interaction effects were not significant. The degree of discretion in the decision-making process has significant effects on consumers' expected regret; the purchase timing has no significant effect on expected regret; and the interaction effect is not significant. (3) in experiment three, The main effect of purchasing timing on consumers' expected regret is significant; the consistency with friends has no significant effect on expected regret; the degree of discretion in decision-making process has significant effect on expected regret; and the interaction effect is not significant. The following conclusions are drawn: (1) when making a concerted purchase decision with a friend, the susceptibility of consumers' counter-factual thinking decreases, which leads to less expected regret. (2) in the process of careful decision, The higher the rationality of consumers' perceived decision, the less expected regret will be generated. (3) both counterfactual thinking and perceived rationality of decision-making have an impact on expected regret. Later purchases are similar to a "social custom" routine, sparking less anticipation of regret. Consistency with friends' decisions is similar to a "small group" routine, which has less impact on expected regret than on the former.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：B842

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