A Study Of The Influence Of Consumers' Regret On Repurchasing Intention In Online Shopping Situation

In recent years,with the development of Internet and mobile network,China's online shopping market shows a trend of rapid development.At the same time,the competition among the e-commerce companies is becoming increasingly fierce.Compared with the traditional form of shopping,the particularity of online shopping is information asymmetry between consumers and businesses which makes consumer become innocence to the actual circumstances of the goods when shopping.This not only increases the risk of shopping for consumers,but also can easily arouse negative emotions of consumers,among which the most common negative emotion is regret.Therefore,based on the online shopping environment,how to reduce consumers' regret and increase consumers' repeated purchase intention has aroused the interest of scholars at home and abroad,and the research results are quite fruitful.But few scholars have studied it from the perspective of consumer perception and psychology.Therefore,from the perspective of negative emotions,this study focused on the internal action mechanism of consumers' regret on the purchase intention.By the main line that consumers regret influence the repurchase intention,This article introduced mediation role of “Double-entry” mental accounting(happy weakened coefficient ? and pain passivation coefficient ?)and the adjustment of products involvement degree and finally provide the theory basis for how to improve the consumers' repurchase intention to e-commerce.Firstly,this article collected and reviewed related literatures about regret,“Double-entry” mental accounting,repurchase intention and products involvement degree and then defined the concept and measurement of the above four variables.Then,based on relevant theories,the paper put forward the research hypothesis and constructed the research model.Secondly,by reference to the research results of scholars both at home and abroad,this article designed the suitable measurement item that was summarized and designed a questionnaire and finally collected together 223 effective questionnairs which was issued by the site and the network.Again,the article used SPSS 22.0 to test collectd data with descriptive statistical analysis,the reliability and validity analysis,correlation analysis,and analysis of differences between demographic variables and the hierarchical regression method is used for hypothesis testing.Finally,the empirical results show that consumer regret has a significant negative influence on the repurchase intention;The happy weakening coefficient plays a mediating role between regret and repurchase intention;The pain passivation coefficient has an intermediary effect between regret emotion and repurchase intention.Product involvement has a moderating effect between consumer regret and repurchase intention.According to the result of empirical analysis,this paper for e-commerce management put forward the following three management implications to reduce consumenr regret and increase consumers' repurchase intention: First,reducing the occurrence of regret and relaxing the regret after purchase;Second,improving the consumption experience and reduce the pain experience of pay;Third,attaching importance of product involvement.