| Summary: | 碩士 === 國防管理學院 === 資源管理研究所 === 92 === "Compare goods does not suffer a loss" is the consumer heartfeltly recognized can reduce the purchase risk and the search cost only way. Therefore the majority of consumers in the purchase process on take the price ratio as the goals, the goal is a product which purchases makes oneself to satisfy. But when consumer when faces once included the consideration actually choice the product, in should buy under the mood guidance which but has not bought, then the consumer possibly could have the negative mood response. Therefore the consumer will have (negative) the surface mood after buying to the product to repurchase to the future the influence, was the recent years is gazed. But regret, also was already considered was the most main negative mood.
This research take Tsiros & Mittal (2000) the regret theory as a foundation, again joins a disturbance variable, and as tests the Digital Camera, designs eight hypothesized stories, fills in using the personnel answers questions the volume way, gains the findings. The findings discovered, when the consumer in knew when about forgone product better achievements information, its regret degree can not know forgone when product better achievements information is more intense than. When the consumer to wants the product which purchases to adopt highly fords stylishly or purchases the product achievements performance is approaching , in knew the forgone the product quite good achievements information compares did not know when the regret degree and not reveals the difference; Consumer''s regret mood can have to the satisfaction negative also reveals the influence; Consumer''s regret mood and the satisfaction all can reveal is affecting the consumer to repurchase ; Consumer''s regret mood has to the complaint intention negative reveals the influence, also may penetrate the satisfaction to have the complaint behavior.
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