後悔是在評估決策結果之後，經常會產生的一種負面認知情感。既有的文獻已經發現，購後後悔會負向地影響顧客滿意、並且會正向地影響轉換意圖，因而妨礙品牌與顧客建立長久的關係。因此，釐清品牌對於消費者之購後後悔的影響，將有助於品牌之建構及發展品牌忠誠度。本研究期望以實證研究釐清品牌之真實及理想自我一致性與購後後悔之關係；並以情感依附之中介效果說明解釋此二變數之間的關係。
本研究採用網路市場調查法，以智慧型手機品牌為研究客體，將結構式問卷放在台灣地區與手機相關的網站上進行宣傳，徵求智慧型手機之使用者自願回答網路問卷以收集資料。研究結果發現，真實自我一致性與購後後悔呈顯著負向關係、且情感依附之中介效果成立；理想自我一致性對於購後後悔之影響性則不顯著。此研究結果得以增進品牌與顧客關係之文獻。最後，針對研究結果討論實務管理與學術意涵，並且提出建議未來研究方向。
Regret is the negative emotion occurring most frequently in consumers after assessing the results of their purchase decisions. Extant literature has shown that regret has a negative impact on customer satisfaction and a positive impact on switching intention, and thus impedes the establishment of a long-term relationship between a brand and its customers. Therefore, to clarify the relationship between a brand and the post-purchase regret of its consumers will help to build up a brand name and develop the related brand loyalty in consumers. This study aims to use an empirical study to clarify the relationship between the actual and the ideal self-congruence of a brand and post-purchase regret, and to investigate the mediation mechanism of emotional attachment for the purpose of explaining the relationship between the two variables.
This study intends to use the brands of smartphone as object, adopting questionnaire online survey for collecting data throughout the related smartphone websites of Taiwan area. The survey centers on those consumers who choose and purchase a smartphone in person. The research results find the actual self-congruence and post-purchase regret shows a significant negative relationship, and that the mediating effect of emotional attachment is supported. But the effect of the ideal self-congruence on post-purchase regret is insignificant as shown by the results.
The findings of this study will contribute to the literature on branding and customer relationship. Finally, the study discusses the important managerial and academic implications of these findings and presents suggestions for future research.
