Research On The Decision - Making Behavior Of College Students' Online Shopping Based On The Theory Of Retention

Consume regret is a universal phenomenon among consumers.Previous studies about consume regret just focused on the traditional shopping,while there is few studies on the online shopping;And many previous studies chose the degree of regret as the dependent variable. Therefore this paper will through scenario simulation to investigate student’s decision-making behavior of online shopping from the decision judgment theory of regret perspective;And we introduce the regret attributed as the dependent variable to explore the regrets among different scenario. Hope that by increasing the regret of the dependent variable and thus a more comprehensive study of regret.The measurement of regret is according to Francesco Marcatto et al(2008),the latest research methods.This study including a pretest and three sets of simulation experiments.The pretest is mainly in order to understand the current situation of student’s online shopping.Three scenario simulation experiment as follows:1.The effects of decision-making process on the regret about the student’s decision-making behavior of online shopping.2.The effects of decision results on the regret about the student’s decision-making behavior of online shopping.3. The effects of comparison sequence on the regret about the student’s decision-making behavior of online shopping.The main conclusions are follows:1.Online shopping has became an important way among students.Taobao, Joyo and group-buying were the online shopping platforms used frequently.The stationery and clothing goods were the main products to buy. 39% of the students have experience in failure among the process of online shopping.2.The degree of the regret and attribution were significantly different in the different decision process.The degree of regret about the college students in the scenario of decision process is reasonable was significantly higher in the the scenario of decision process is unreasonable. Under the scenario of decision process is reasonable, college students have preference on the external attribution;Under the scenario of decision process is unreasonable, college students have preference on the internal attribution.3.The degree of the regret and attribution were significantly different in the different decision result.The degree of regret about the college students in the scenario of the loss of money was significantly higher in the the scenario of the loss ofopportunity. Under the scenario of the loss of money, college students have preference on the internal attribution;Under the scenario of the loss of opportunity,college students have preference on the external attribution.4.The degree of the regret and attribution were significantly different in the different comparison sequence.The degree of regret about the college students in the scenario of the sequence comparison was significantly higher in the the scenario of the inverted sequence comparison;But regret mood dose not appear without comparison.Under the scenario of without comparison, college students have preference on the external attribution;Under the scenario of the sequence comparison,college students have preference on the internal attribution.