Dynamic Effects of Negative Consumption Emotions on Consumer Loyalty--An Empirical Research Based on Product HedonicUtil itarian Value Failure

摘要：

By reviewing moderating effect of evaluation time, this paper focuses on the dynamic effects of consumer loyalty evaluations resulting from evaluations of negative emotion after undergoing product failure with lower hedonic or utilitarian values under immediate and delayed conditions. Studies have found that owing to the existence of post-consumption memory bias, the delayed evaluation on negative promotion emotions for products with lower hedonic value will have a negative deviation, so that the delayed loyalty evaluation is higher than that of immediate evaluation, while the delayed evaluation on negative prevention emotions for products with lower utilitarian value will have a positive deviation, so that the delayed loyalty evaluation is lower than that of immediate evaluation.

关键词： Hedoric/Utilitarian value failure Negative emotions Loyalty evaluation Dynamic effect

作者: FENG Jiao LV Yilin HE Qingwen

作者单位: School of Business, Renmin University of China, China, 100872 School of Economics and Management, Ni School of Business, Renmin University of China, China, 100872

会议类型: 国际会议

会议名称: 2012 Exchange Conference--International Marketing Science and Information Technology(2012 国际营销科学与信息技术大会)

会议地点: 长沙

会议语种:英文

页码: 187-192

在线出版日期: 2012-06-02（万方平台首次上网日期，不代表论文的发表时间）