Abstract Regret is the negative emotion consumer would experience when he compares the Purchased product with the forgone product after the experience of using purchased one. The regret has a important impact the consumer's repurchase intention. This research demonstrates the structure that consumer could be satisfied and regretful at the same time, and furtherly study and demonstrate that the regret does not only increase the negative word-of-mouth for purchased brand, meanwhile it increases the positive word-of-mouth for the forgone brand. During the process, the quality of relationship between consumer and brand acts as a significant moderator.
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Received: 06 November 2006
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