The Theory and Empirical Research of Marketing Based on Regret

So far, most marketing scholars study of regret is standing in the customer's point of view, research the impact on consumer behavior to reduce consumer's regret. In reality, with technological progress, the product regret after the purchase existing forever; Only study to reduce regret after purchase has obvious limitation. This article from the perspective of marketing as a whole, the product as the foothold, the STP theory as a basis, set up a model and through the empirical analysis, to verify the enterprise how to reduce purchase before regret, promote the purchase.