消費者在購物中，通常無可避免的會出現後悔的負面情緒，而這些負面情緒會進而影響消費者的再購意願。文獻中探討購後後悔之前置變數的研究都忽略了廣告訴求對購後後悔的影響。廣告訴求的表現方式可分為理性訴求與感性訴求。既有文獻顯示，這兩種廣告訴求皆會提高消費者的衝動性購買，而衝動性購買會提高消費者的購後後悔程度。
因此，本研究旨在探討這兩個廣告訴求是否會正向影響消費者的購後後悔，此外，本研究也探討這兩個廣告訴求對購後後悔程度之影響的相對大小。本研究以中國文化大學的學生為研究對象，以2(理性訴求，廣告訴求)x 2(品牌X，Y)之組間設計，利用虛擬廣告文案呈現多重產品屬性，以純化廣告訴求對購後後悔之關係。根據分析結果顯示，上述兩種廣告訴求皆與購後後悔呈顯著正相關，而感性訴求比理性訴求更能顯著提高購後後悔的程度。最後，根據研究結果提出理論與實務之意涵。
Consumers inevitably experience the negative emotions of post-purchase regret af-ter purchase. Such a negative emotion would decrease their repurchase intention. The existing lieterature on the antecedent variables on post-purchase regret has ignored the effects of advertising appeals on post-purchase regrets. Advertising appeals can be classified into rational appeals and emotional appeals. Existing literature shows that both types appeals can lead to higher impulsive buying, which in turn leads to higher post-purchase regret.
Therefore, the purposes of this study is twofolds. First, this study investigates whether both types of appeals would lead to higher post-purchase regret. Second, this study investigates the relative effects of both types of appeals on post-purchase regret. Using the students of Chinese Culture Univesity as data soruces, this study applies a 2 (Appeal: rational, emotional) x 2 (Brand: X, Y) between-group design to collect data and uses virtual advertisement with multi-product attirbutes as stimuli in order for clari-fying the relationships between advertising appeals and post-purchase regret. The re-sults show that all of the hypotheses are supported. Theoretical and empirical implica-tions are discussed.
