The effects of attributes and buyer regret on overall satisfaction

Abstract

The current study represents an attempt at exploring product attribute, service attribute evaluation, and buyer regret influence overall satisfaction in the buyer decision context. The data used in the project were collected as part of a large study of buyer regret. The sampling frame consisted of automobile purchases in Taiwan. We have collected yield 600 questionnaires, by screening out 44 questionnaires, including those missing value or incomplete answer, and finally a usable sample of 556 questionnaires were utilized in this study. The results reinforce the finding form early research that the concept of buyer regret plays an important role for automobile purchases in the buyer decision. Results show that higher evaluations of service and product attributes lead to less buyer regret, and lower buyer regret will likely to increase overall satisfaction. Specifically, the finding indicates that buyer regret mediates the effects of the attributes on overall satisfactions. Implications for marketing theory and practitioners are discussed, and possible directions for future research are sketched.