當個體體驗到假設當初所做的決策不同的話，則真實或想像中的目前情況可能會更好時，便會產生一種負面情緒，即為「後悔」。翻閱以往文獻，可發現後悔對於滿意度、再購行為、抱怨意圖等都有大致相同之實證，即後悔會直接造成滿意度下降、再購意圖減低，並且透過滿意度間接影響抱怨行為，但對於口碑傳播意願方面卻產生分歧點。因此，本研究結合Zeelenberg & Pieters (2004a)與日常生活之觀察，來探究是否由於印象管理之因素，使得消費者內心即便對於所進行的消費決策感到後悔，但卻不願意從事負面口碑傳播，甚至在極端的情況之下反而會從事相反的正面口碑行為。
本研究實驗以情境設計法來實施。實驗一中，用以了解受試者經驗後悔程度與負面口碑傳播行為間之關聯。以消費者決策類型「轉換和維持」來表示經驗後悔程度「高和低」。研究結果顯示，當受試者知覺到之「經驗後悔程度較高」時(即決策類型為轉換時)，對於「負面口碑的傳播意願」的影響會顯著高於「經驗後悔程度較低」。
實驗二中，加入印象管理之動機前因，分別為「情境因素：依賴」和「人格因素：自我監控」，來驗證受試者是否因為印象管理行為，使其對於負面口碑的傳播意願減緩。研究結果顯示，不論使用決策類型來做為經驗後悔之衡量或是用受試者知覺到的經驗後悔情緒來衡量，結果都顯示，「依賴程度」和「自我監控程度」對於經驗後悔程度於負面口碑的傳播意願有顯著的調和，尤其在依賴程度高時，負面口碑的傳播意圖會明顯的下降。

When an individual experienced that the assumptions are different with the ones when he/she made decisions, and if the actual or imaginational current situations might be better given the information then, a kind of negative emotion named “regret” emerges. Previous studies found that regret played similar roles in terms of satisfaction, repurchase behavior and intention of complain: regret lowers the satisfaction and repurchase behavior, and indirectly affects the intention of complain through low satisfaction. However, different results are found in the realm of willingness of word-of-mouth communications. Thus, this research combines the work of Zeelenberg & Pieters (2004a) and daily observations for the sake of discussing whether impression management factors causes consumers not to conduct negative word-of-mouth communications albeit regretting their previous decisions – or even carry out positive word-of-mouth communications in extreme cases.
The study served scenario design as the main method. Experiment 1 was used in determining the relation between subjects’ word-of-mouth communication behaviorsand their level of regret. The decision category “switch and maintain” is an indicatorof the subjects’ level of regret. The results indicate that when subjects perceive“higher level of regret if experienced” (i.e. the decision category of switch), theywould possess significantly higher level of effect in word-of-mouth communications then subjects in the other category.
The thesis added impression management in experiment 2, they are 「dependence」and「self-monitoring」, in order to test whether would subjects be affected due to impression management behaviors in terms of the willingness to conduct negative word-of-mouth communications. The results indicate that whether the decision categories or level of experienced regret are served as the measurement of emotions, “level of dependent” and “level of self-monitoring” play significant harmonizing roles in communicating negative word-of-mouth information. Significant decrease of such willingness is found in the category of high level of dependent.

謝 詞 -------------------------------------------------------------一
中文摘要 ----------------------------------------------------------二
Abstract -----------------------------------------------------------三
目 錄 -------------------------------------------------------------五
表 次 -------------------------------------------------------------七
圖 次 -------------------------------------------------------------九

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 後悔 6
第二節 口碑傳播 19
第三節 印象管理 28
第三章 研究方法 39
第一節 研究架構 39
第二節、研究假說 41
第三節 研究設計 47
第四節 實驗進行程序 60
第五節 抽樣設計與資料分析方法 61
第四章 研究結果 63
第一節 實驗一 63
第二節 實驗二 67
第三節 研究結果 83

第五章 研究討論與建議 84
第一節 研究發現與討論 84
第二節 研究應用與建議 86
第三節 研究限制 90
第四節 對後續研究之建議 91
參考文獻 92
中文部份 92
英文部份 93
附錄 108


表 次
頁數
表2-1: 後悔準則理論……………………………………………………………..….8
表2-2: 後悔之定義 9
表2-3: 行動與不行動和維持與轉換之關性 13
表2-4: 影響後悔程度之變數 18
表2-5: 口碑傳播之定義 19
表2-6: 口碑傳播的動機 22
表2-7: 後悔與負面口碑傳播意願間之關係 23
表2-8: 印象管理定義之整理 29
表2-9: 「與目標相關的印象」構面之說明 38
表3-1: 實驗二之情境 50
表4-1: 信度分析結果 62
表4-2: 實驗一操弄確認之分析結果 63
表4-3: 經驗後悔程度對負面口碑傳播意願之作用 64
表4-4: 知覺到之經驗後悔情緒和負面口碑傾向間之相關分析 64
表4-5: 因素分析轉軸後之因素負荷量 66
表4-6: 因素分析轉軸後之因素負荷量 (續) 67
表4-7: 經驗後悔程度與負面口碑傳播之信度 67
表4-8: 實驗二操弄確認之分析結果 68
表4-9: 經驗後悔程度、依賴程度和自我監控程度在負面口碑的傳播意願上平均數、標準差之統計結果 70
表4-10: 經驗後悔程度、依賴程度和自我監控程度在負面口碑的傳播意願上交互作用摘要表 71
表4-11: 經驗後悔程度、依賴程度和自我監控程度在負面口碑的傳播意願上平均數、標準差之統計結果─以「知覺到的經驗後悔情緒」修正 77
表4-12: 決策類型、依賴程度和自我監控程度在負面口碑的傳播意願上交互作用摘要表─以「知覺到的經驗後悔情緒」修正 78
表4-13: 不同情境之下知覺經驗後悔情緒與負面口碑傳播傾向之間的相關係.............80


圖 次
頁數
圖1-1: 本研究之研究流程 5
圖3-1: 本研究架構 40
圖3-2: 研究架構第一部份─「經驗後悔的強弱程度與負面口碑的傳播意願」 42
圖3-3: 研究架構第二部份─「經驗後悔的強弱程度、負面口碑的傳播意願與個人從事印象管理的動機」 46
圖3-4: 實驗一前測圖示 55
圖4-1: 經驗後悔程度和依賴程度之交互作用圖示 73
圖4-2: 經驗後悔程度和自我監控程度之交互作用圖示 74
圖4-3: 依賴程度和自我監控程度之交互作用圖示 75
圖4-4: 經驗後悔程度、依賴程度和自我監控程度兩兩之交互作用圖示 79

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