Effect of Serendipity in an Encounter on Purchase Intention of Unexpected Products

被引:2
作者
Liang, Shichang [1 ]
Chu, Yuxuan [1 ]
Zhang, Min [1 ]
Li, Rulan [1 ]
Lan, Bin [1 ]
He, Lingling [2 ]
机构
[1] Guangxi Univ, Coll Business Adm, Nanning, Peoples R China
[2] Nanning Normal Univ, Coll Econ & Management, Nanning, Peoples R China
基金
中国国家自然科学基金; 国家教育部科学基金资助;
关键词
serendipity; perceived risk (PR); unexpected products; purchase intention (PI); regulatory focus; REGULATORY FOCUS; INFORMATION-SEEKING; PERCEIVED RISK; PREVENTION; PROMOTION; CONSUMERS; ONLINE; PERFORMANCE; PREFERENCE; COMMERCE;
D O I
10.3389/fpsyg.2022.848907
中图分类号
B84 [心理学];
学科分类号
04 ; 0402 ;
摘要
Previous studies on the follow-up effect of serendipity mostly focused on the positive effects and less on the negative effects. Therefore, the purpose of this article is to investigate the negative effect of serendipity on the purchase intention of unexpected products. To verify all hypotheses in this article, we used online and offline survey data in China. Three experimental results showed that serendipity contains a certain degree of uncertainty, which will cause consumers' perceived risk and decrease the purchase intention of unexpected products. Perceived risk plays a mediating role in the effect of serendipity on the purchase intention of unexpected products. Moreover, regulatory focus moderates the effect of serendipity on purchase intention of unexpected products. Specifically, for prevention-focused individuals, the negative effect of serendipity on the purchase intention of unexpected products is strengthened. For promotion-focused individuals, the negative effect of serendipity on the purchase intention of unexpected products is weakened. This article augments the understanding of the negative effects of serendipity and provides theoretical guidance and support for the management practice of marketers.
引用
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页数:12
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