The Influence Mechanism Of Anticipated Regret On Purchase Intention Of The Elder Consumers

With the rapid development of modern market economy,people's pursuit in life quality is getting higher and higher,which makes commodity consumption have shown the characteristics of diversity and uniqueness.That means that at the same time people's life has been changed in values and consumption structure.During the process,it's very essential to accurately grasp the market opportunities and timely access to specific product segments,which can help enterprise with targeted product development and marketing.Rapid product updates and explosive growth of e-commerce have greatly stimulated and enriched the consumption patterns of the elder generation of consumers and their individualized and diversified need in products and services.In family consumption,it has been widespread concern to the elderly generation consumer's behavior and consumption socialization in academics and marketers.Therefore,it is of great significance to analyze the consumer psychology of the elder generation and reveal the intergenerational relationship influence in consumer behavior to enrich the consumer socialization research and the generation product marketing.Anticipated regret and ambivalent attitude are consumption subjective factors that affect the willingness of elder consumers to choose products and services.Marketing research had shown that if consumers realized there was potential regret for a forthcoming decision-making plan before they buying,it would affect their purchase intention and the subsequent decision-making behavior.Many researches have proved the negative effect of anticipated regret on consumer purchase attitude and intention,but for consumers,the psychological process of anticipated regret to purchase intention and its related factors need further explored.Consumers' attitude is not only like or dislike in face of a product,but it's in the positive and negative contradictory evaluation or emotion.Compared with the younger generation consumers,the elder generation relatively conservative and old-fashioned consumption style make them consider various factors before purchasing.Contradiction causedby anticipated regret is more prominent,but the existing literature has not yet analyzed that.In addition,relationships and reference groups are key factors that influence conflicting attitudes.Consumer who are ambivalent are susceptible to others,especially those who are important to them.In family consumption,the socialization of children's consumption behavior will also reverse consumption concept of their parents and change their spending style and choices.To alleviate the psychological state of conflict,the elder generation consumers in contradictory attitude will refer to the views of their children or others in the decision-making process,and their consumer behavior vulnerable to reverse intergenerational influence.In summary,the paper takes elder generation consumers as research perspective,and constructs the conceptual model of anticipated regret,ambivalent attitude,purchase intention and reverse intergenerational influence.With the method of the network orientation and field random sampling,the paper analyzes the effect of anticipated regret and ambivalent attitude on purchase intention,also to explore the role of reverse intergenerational influence between the ambivalence and the purchase intention.Through empirical studies results show that anticipated regret has a direct impact on the purchase intention of elder consumers;anticipated regret has a significant positive impact on the contradictory attitude of the elder consumers;the contradictory attitude has a negative effect on the purchase intention of the elder generation;the contradictory attitude is the intermediary of their anticipated regret and purchase intention;reverse intergenerational influence is negative regulation between the elder generation ambivalent attitudes and purchase intention.On the basis of that,the paper presents a viable proposal for the some products development and marketing to the elder consumers.