Miss Situation For Consumers Regret The Purchase And The Purchase Intention Of Future Impact Studies

As the commodity full of beautiful things in eyes,there are serious informationasymmetry on the market.Accordingly,consumer is nerve-racking with searching andbuying products,and miss buying is prevalent because of the rich alternatives andincomplete information.In recent years,domestic and foreign scholars began to noticethe phenomenon of consumer regret after missing buying.Study the characteristics ofChinese about their regret and purchase intention in the future after miss buying is ofgreat significant.Through the study of related literature about regret,we can find regret accurs inthe economic and gets important development in the psychology.With the passage oftime,the scholars found that consumer behavior is affected by the regret.Therefore,regret introduced in the field of consumer behavior is relatively late. In the consumerfield,researchs of regret are foucused on after-purchase and anticipatedregret.After-purchase regret include the influence factors of regret,regret with satisfaction andconsumer’s purchase intention.Anticipated regret is aimed at consumer buyingbehavior.Abroad have related literatures which are studying of non-purchase regret,butthey just compares the degree of regret after buying and non-buying and itschange.Later,extended to consumer regret how to influence their future behavior aftermissing purchase.Some domestic scholars also focus on this phenomenon.In this paper,we mainly using the theory of regret to explore the influence factorsof consumer regret after missing purchase on the basis of previous researchachievements.And explore consumers’ purchase intention when the same opportunityarises.Constructed the conceptual model of consumer regret impacts of futurepurchase under the miss buying situation.Put forward this paper’s research hypothesisand use empirical method to validation.This study examines the missing purchase value(big/small),type(limits/unlimits)and positive information about purchse results how to influence consumers’ regret andfuture purchase intention.On the basis of the theoretical framework,we use the methodof scene simulation,design the questionnaire and collect data.Then,we use SPSSsoftware to manipulate data,expertment test validity and reliability,and usingcorrelation and variance analysis to test the assumptions one by one.Results show thatafter missing buy,the missing purchase value,the type and positive information have apositive impact on consumer regret.At the same time,when people meet a same opportunity,these factors will lead consumer greater purchase intention.Finally,in viewof the research results,this paper put forward some suggestions for enterprises andconsumers.