دانلود رایگان مقاله انگلیسی بررسی نقش توجیهی در مورد نارضایتی پس از خرید پستی در خرید آنلاین - الزویر 2018

Abstract

Decision justification provides assurance and reduces negative post-decision emotions, while simultaneously expends decision costs (i.e., cognitive effort). The current paper investigated the function of justification and cognitive effort related to regret, specifically in the online shopping context in two studies. In Study 1, 112 participants reviewed vignettes in a 2 x 2 within-subjects design involving cognitive effort (high versus low) and justification of action (easy versus difficulty), and reported the regret level when their purchase decision yielded subpar consequences. As expected, high cognitive effort and easy justification reduced regret. However, the effect of justification on regret was moderated by cognitive effort. In Study 2, 178 participants were randomly assigned to conditions in a 2 x 2 between-subjects design involving cognitive effort (high versus low) and decision justification (waste versus control). Participants followed a cover story and shopped for a laptop online; then they rated the regret level had they made an unplanned purchase. Results confirmed the hypothesis; regret was greater when justification was wasted. However, wasted justification only worsened regret when more cognitive effort was exerted. The current studies shed light on understanding an intricate dynamic between information processing and justification in relation to regret when shopping online.

7. Concluding Remark

The current research attempted to re-examine the role of cognitive effort as a tool for consumers. Future work could study changes in need for cognition with variation in the degree of exerted cognitive effort during online shopping. Additionally, one could assess consumer choice behaviors as a more continuous process, using multi-session studies. Through this line of research, consumers’ decisions and choices can be studied with respect to how they anticipate negative emotions, change in decision strategies accordingly, and react to the feedback they receive.

In the context of this complicated consumer decision environment, it is implausible to have an exhaustive and comprehensive choice model. The current studies, however, significantly expand upon the useful conception of a meta-goal based choice model (Bettman et al., 1998), suggesting that there are several key interrelations between these meta-goals, re-evaluating the benefits of cognitive effort, justification, and assessing the role of experienced regret in relation to other goals in the online shopping context.