Regret is a negative emotion that the consumer would experience when he compares the purchased product with the forgone product after the experience of using the purchased one.

• 后悔是消费者在消费体验之后将购买品牌同放弃的品牌进行比较所得到的负面情感反应,它对于消费者的再购意愿有着重要的影响。