Abstract: The network shopping post purchase emotion and behavior is a research hotspot in network marketing. Take the consumer negative emotions of post purchase regret as the angle of view, the relationship between the network post purchase regret and switching behavior is discussed. The results show that, the quality regret, price regret and service regret are significantly positive correlation on switching behavior. Customer distrust plays a different regulatory role on different types of post purchase and switching behavior.

Key words: online consumption, post purchase regret, distrust, switching behavior

摘要： 网络购物购后情绪和行为研究是网络营销的新研究热点。以消费者网络购后后悔的负面情绪为视角，探讨网络购后后悔与转换行为的关系。研究结果表明，网络购后质量后悔、价格后悔、服务后悔均与转换行为显著正相关。顾客不信任感对不同类型的购后后悔和转换行为起到不同的调节作用。

关键词: 网络消费, 购后后悔, 不信任感, 转换行为