The Research Of The Impact On Regret Which Caused By Individual Consciousness Base On Losing Condition

As a negative emotion, regret is commonly exists in peoples'daily life and play a important role in human's psychological activity and decision making.Originally, the study about regret was done mainly in psychology area by scholars, but with the development and combine of various branches of science, it has been studied in economics and management area. The predecessors had studied the reason; effect even the process of regret's produce. And the achievements of its study had been used for explaining some phenomenon in stock market such as "disposition effect", "herd effect" and so on, for analyzing the effect of peoples'psychological activity and the process of decision. but most of these achievements are focus on the condition of its occur, and lack of the effect of individual differences. so base on this, this paper is try to discuss the impact of regret which caused by individual differences, including "price-consciousness"," equity sensitivity", "regret tendentiousness".for this purpose, this paper constructed one frameworks, discussed the impact and effect of regret which caused by individual differences. And the framework is set in consumption and losing scene.By using questionnaire, this paper choose mobile phone as the target product and obtained the study data through inquired graduates, then tested its reliability and validity through SPSS.verify the hypothesis by AMOS through building a structural equation model. and the analyzing shows:(1) the "price-conscionsness","equity sensitivity" and "regret tendentiousness" are all have a position impact on regret.(2)the regret has a negative impact on customer satisfaction and repurchase intention.(3)the regret has a position impact on customer complain and oral instructions.(4)the level of regret has been adjusted by both of the amount of customer's lost and the possibility of customer can effort do in the process of decision.The conclusions may will enrich the study about regret. and help for understanding the process of people's decisions.it may also has some helpful for business to differentiate and manage customers in a new point of view, for people to adjust,manage and control their emotion and make decisions.