More promotion-focused, more happy? Regulatory focus, post-purchase evaluations and regret in the real estate market
研究调节导向（促进导向与预防导向的差异）如何影响中国城市购房者的购后评价、后悔和满意度，发现促进导向高于预防导向时评价更好、后悔更少、满意度更高。
This research examines how regulatory focus, in terms of promotion-prevention discrepancy (promotion level minus prevention level), influences homebuyers’ post-purchase evaluations and experiences. Field study data is collected by questionnaire and structural equation modelling (SEM) is used for data analysis. In China’s urban real estate market, when the level of promotion focus exceeds that of prevention focus, homebuyers have better evaluation of their acquisition, less regret and higher satisfaction. Besides product and service attributes, a house’s investment performance and financial burden are important in shaping purchasers’ regret and satisfaction. The findings also show that some individual and purchase traits influence post-purchase evaluations and experiences.