The Dynamic Impact of Regret on Consumer Choice Intention
后悔对消费选择倾向的动态影响研究

In consumer decision making,regret is regarded as an important determinant for consumer satisfaction,postpurchase evaluation and shift-retain decision.Literature suggests that expected performance would influence satisfaction and purchase intention.Up to now,however,no study has been investigated on how regret could influence consumer choice intention when expected performance uncertainty is considered.A Bayesian dynamic model is set up to investigate how consumer choice probability is updated by experienced regret when consumer expectations are viewed as distributions.Based on our analytical model,consumer purchase intention is not only influenced by regret,it is also affected by the comparison in expected performance uncertainty across alternatives.In particular,the impact strength and direction from expected performance uncertainty are contingent on the consumer's risk preference and length of purchase experience.