篇名 | 視窗關閉動作對消費者後悔與選擇滿意度之影響 |
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卷期 | 27:2 |
並列篇名 | The Effect of Webpage Closure on Consumer Regret and Decision-Making Satisfaction |
作者 | 凌儀玲 、 謝致慧 、 周楷能 |
頁次 | 419-450 |
關鍵字 | 視窗關閉動作 、 後悔 、 決策信心 、 選擇滿意度 、 產品訊息承載量 、 Webpage Closure 、 Regret 、 Decision-making Confidence 、 Decision-making Satisfaction 、 Message Overload 、 TSSCI |
出刊日期 | 201906 |
DOI | 10.6160/SYSMR.201906_27(2).0005 |
本研究以網購為研究背景,引用心理閉合理論,探討消費者進行一項特定的實際關閉動作時,可促發「選擇終止」的效果。透過二個實驗驗證了執行視窗關閉動作,可抑制消費者重新考慮他們的決策,對減低後悔和提升選擇滿意度有所助益。研究也發現,產品訊息承載量在視窗關閉動作與選擇滿意度之間具有干擾作用,當產品訊息承載過高,造成認知能力下降,視窗關閉動作反而有效降低後悔、提升選擇滿意度。研究結果也發現,執行視窗關閉動作不僅直接影響選擇滿意度,也可透過後悔程度與決策信心的中介效果,間接影響選擇滿意度。本研究結論可供網路零售商運用選擇終止機制以擬定行銷策略,期待降低消費者後悔程度與提升抉擇之滿意程度。
The purpose of this study is to investigate the effect of webpage closure on regret, decision-making confidence and decision-making satisfaction. The concept of webpage closure is based on choice closure. Two experiments showed that the action of webpage closure reduces post-purchase regret. The results also indicate that message overload moderates the effect of webpage closure on regret and decision-making satisfaction. Under low message overload, the action of webpage closure increases consumer decision-making satisfaction; on the other hand, under high message overload, the action of webpage closure decreases their decisionmaking satisfaction. Furthermore, the effect of webpage closure on decision-making satisfaction is multiple mediated by regret and decision-making confidence. These findings suggest that a simple action can improve satisfaction with a difficult decision.