期望不一致、重要他人评价与后悔的关系 ——来自网络购物的证据

重庆交通大学学报（社会科学版） ›› 2017, Vol. 17 ›› Issue (4): 50-54.

期望不一致、重要他人评价与后悔的关系 ——来自网络购物的证据

徐燕1，张初兵2

1.兰州财经大学陇桥学院，兰州 730101；2.天津财经大学商学院，天津 300222

收稿日期:2016-10-18 出版日期:2017-08-01 发布日期:2017-08-04
作者简介:徐燕（1990—），女，甘肃会宁人，兰州财经大学陇桥学院教师，硕士，研究方向：消费者行为学；张初兵（1984—），男，安徽六安人，天津财经大学商学院副教授，硕士生导师，在站博士后，研究方向：消费者行为学与社交媒体营销。
基金资助:
国家社会科学基金青年项目“网购消费者后悔情绪的成因、影响及其管理策略研究”（12CGL048）

The Relationship Among Expectancy Disconfirmation, Significant Others Evaluation and Regret --Evidence from Online Shopping

XU Yan1, ZHANG Chubing2

(1.Longqiao College, Lanzhou University of Finance and Economics, Lanzhou 730101, China; 2.Business School, Tianjin University of Finance and Economics, Tianjin 300222,China)

Received:2016-10-18 Online:2017-08-01 Published:2017-08-04

摘要/Abstract

摘要： 在网络购物情境下，研究期望不一致、重要他人评价与后悔的关系，并考察外向性对其的调节作用。研究发现，期望不一致与重要他人评价都会对后悔产生消极影响，但重要他人评价并不会调节期望不一致与后悔的关系；外向性不会调节期望不一致与后悔的关系，但会正向调节重要他人评价与后悔的关系。

关键词: 网络购物, 期望不一致, 重要他人评价, 后悔, 外向性

Abstract: In onlineshopping situation, studies the relationship of expectancy disconfirmation, significant others evaluation and regret are studied and the mediating of extraversion analyzed. The study finds: expectancy disconfirmation and significant others evaluation both have a significant negative impact on regret, but significant others evaluation cant mediate the relationship between expectancy disconfirmation and regret; extraversion cant mediate the relationship between expectancy disconfirmation and regret, but it can mediate the relationship between significant others evaluation and regret.

Key words: online shopping, expectancy disconfirmation, significant others evaluation, regret, extraversion

徐燕1，张初兵2. 期望不一致、重要他人评价与后悔的关系 ——来自网络购物的证据[J]. 重庆交通大学学报（社会科学版）, 2017, 17(4): 50-54.

XU Yan1, ZHANG Chubing2. The Relationship Among Expectancy Disconfirmation, Significant Others Evaluation and Regret --Evidence from Online Shopping[J]. , 2017, 17(4): 50-54.

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