視窗關閉動作對消費者後悔與選擇滿意度之影響

The Effect of Webpage Closure on Consumer Regret and Decision-Making Satisfaction

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 decision-making 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.