CAJ | 학술논문

考察了在商家提供热情、细致、周到，甚至是免费服务，而消费者最后没有购买的情境下，内疚情绪的诱发机制，以及这种情绪如何对消费者往后的行为倾向产生影响的作用机理。通过实验研究，验证了感知动机对感知付出与消费者内疚之间关系的调节作用。研究还表明，消费者内疚既可能带来消费者补偿，也可能导致消费者回避，这个过程受到了消费者理性评估和社会支持的调节。
고찰료재상가제공열정、세치、주도，심지시면비복무，이소비자최후몰유구매적정경하，내구정서적유발궤제，이급저충정서여하대소비자왕후적행위경향산생영향적작용궤리。통과실험연구，험증료감지동궤대감지부출여소비자내구지간관계적조절작용。연구환표명，소비자내구기가능대래소비자보상，야가능도치소비자회피，저개과정수도료소비자이성평고화사회지지적조절。
This paper investigates mechanism of how consumer guilt is aroused and how it affects the consumers＇ action intention, under the condition that consumer doesn＇t purchase anything even if the seller have provided warm, considerate, or even free services. By using experimentation methods, this paper suggests that perceived motivation has a negative moderate effect on the relationship be- tween perceived sacrifice and consumers＇ guilt. It is also testified that consumer guilt can bring about not only payback, but also never back effect. That is, consumer guilt is a double-edged sword. Furthermore, this effect is moderated by consumers＇ rational evaluation and social support. Practical implications are discussed to help the firm to benefit from consumer guilt tactics.