Study On The Cause Of Regret And The Influence On Purchase Intention In The Case Of Missing The Purchase Situation

Regret as a negative emotion,it can make people feel annoyed and anxious.Psychology studies the cause of regret through counterfactual thinking,and defines regret as the process of comparing two outcome,the real outcome and the hypothetical outcome that better than the real outcome,which accompanied by painful emotions.According to the theory of regret,it can be divided into action regret and inaction regret.In previous studies,scholars have conducted extensive and in-depth research on action regret,but few studies have been done on inaction regret,especially in the field of consumer behavior.There is a lack of systematic research on how regret arises in the case of missed purchase and how it affects consumers' future purchase intention.Therefore,this study has a systematic study on the regret of missed purchase.The antecedents and their effects were discussed.Based on the theory of regret,commodity theory,unique demand theory and attribution theory and other related theories,based on the analysis of the status on the basis of related literature at home and abroad,constructs the research model of this paper,and put forward the relevant hypothesis.From the perspective of the need for cognitive closed,perceived loss and perceived deception,this paper investigates the preconditioning factors of regret,among which,the cognitive closure need and perceived loss have a direct impact on regret.On this basis,the moderating effect of perceived deception is discussed.Finally,the paper studies how regret affects purchase intention.In the research process,this paper generated the questionnaire of this paper by using mature scale,and conducted correlation analysis on the data through SPSS17.0 software and SmartPLS2.0 software,including reliability analysis and validity analysis.After verifying the consistency,stability and reliability of the scale,the hypothesis of this research model was verified.The results show that under the premise of missing purchases,the perceived loss and the need for cognitive closed to have a significant positive impact on regret,and consumers will increase their future purchase intentions in order to alleviate the negative emotional experience brought about by regret.However,under the influence of attribution theory,perceived deception has a negative moderate effect on the relationship between perceived loss and regret.Finally,the research results are discussed and some suggestions are given for enterprises and consumers.