期刊名称：International Journal of Business and Industrial Marketing
印刷版ISSN：2381-117X
电子版ISSN：2381-1188
出版年度：2017
卷号：2
期号：4
页码：28-33
语种：English
出版社：The American Association for Science and Technology
摘要：This paper conducts experimental method to explore the relations among mood, variety-seeking, regret, and loyalty for the consumer choice behavior. The results show that when customer is negative mood to make the purchase decision, the tendency of variety-seeking will increase and regret of this outcome will become higher. In addition, when consumers engage in a high degree of variety-seeking and regret switching to other brands, the performance of other brands is not as good as the forgiven brand then the loyalty of original brand will increase. These results can provide a management application for manufacturers and retailers to reduce the factors that will induce negative emotions. Because the negative emotion will improve less regret tendency of customer and the customer will become low loyal to the brand.
