本研究以Tsiros & Mittal(2000)之遺憾理論為基礎，共有四個子研究，欲建立一「消費者購買決策過程中，遺憾的前因、干擾及後果」之完整模型，並以虛擬故事法(scenario)將情境設計於問卷中。研究結果發現：就遺憾的前因來說，當消費者知曉所放棄產品之績效較所購買產品之績效好時，其遺憾之情緒反應，會比未知曉時更形激烈。但這並不意謂只要缺乏所放棄產品之績效資訊，就不會導致遺憾的產生，此乃由於消費者普遍存在著比較的心理，即使缺乏實際的比較參考點，仍可透過『反事實思考』行為來虛構不同於實際已發生結果的狀況，因此仍不免產生遺憾之情緒反應。就遺憾的干擾來說，消費者的遺憾知覺會受到許多因素的干擾，例如，當消費者選擇轉換品牌(續購)、購買未(有)附帶保證之產品或服務、或所購買產品之績效為負面(正面)，由於這樣的購買決策品質較差(佳)、決策安全性較低(高)，連帶使『反事實思考』行為被觸發(壓制)，遺憾程度因而較高(低)。就遺憾的後果來說，雖然對產品或服務感到遺憾的消費者，其直接抱怨的意圖並不顯著，然而，一旦消費者的遺憾知覺增加，便會使滿意度下降，屆時，消費者即會因為滿意度的下降，而出現再購意願不高、抱怨意圖增加等購後行為，亦即滿意度在遺憾與購後行為間扮演中介之角色。
本研究在行銷理論上之涵意及貢獻為：1.以『反事實思考』之概念解釋消費者的遺憾認知過程2探討可能干擾遺憾之變數3.釐清遺憾、滿意度與購後行為之間的關係。本研究對企業提供：1.切勿低估消費者曾列入考慮的產品集合2.以保證和保障方式建立企業和消費者的信賴關係3.告知消費勿因轉換品牌而造成遺憾等建議，盼能以言簡意賅的方式為企業界達到提綱挈領的效用。另外，後續研究可朝：1.增加干擾遺憾之變數，如消費者所付出之努力(Invested Effort)2.產品類別的不同對遺憾程度的影響有無差異3.以多個放棄產品構面進行探討4.探討滿意度受遺憾影響之認知過程等方向進行延伸。

參考文獻
一、中文部份
1. Engel et al.著，王志剛、謝文雀譯，「消費者行為」華泰書局，民國84年初版。
2.　吳孟樺，「顧客對抱怨處理反應之研究─由預期補償的觀點探討」，國立中央大學企業管理研究所碩士論文，民國88年。
3. 陳順宇，「多變量分析」，華泰書局，民國87年初版。
4. 張邵勳，「SPSS For Windows多變量統計分析」，台北松崗點腦圖書資料股份有限公司，民國87年。
5.　楊宗豫，「保證策略之風險分析」，工業工程學刊第15卷第3 期，P197-203，民國87年。
6.　輝偉偉，「顧客抱怨處理與顧客滿意關係之研究─綜合認知面與情感面之探討」，國立中央大學企業管理研究所碩士論文，民國85年。
7. 薛適敏，「消費者選擇與放棄決策對購後行為之影響」，國立中央大學企業管理研究所碩士論文，民國89。
二、英文部份
1.Anderson, Eugene W. and Mary W. Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing science, 12 (Spring), 125-143.
2.Baron, Reuben M. and David A. Kenny (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology, 51 (December), 1173-1182.
3.Bearden, William O. and Jesse E. Teel (1983), “Selected Determinants of Consumer Satisfaction and Complaint Reports,” Journal of Marketing Research, 20 (February), 21-28.
4.Bell, David E. (1982), “Regret in Decision Making under Uncertainty,” Operations Research, 30 (September/October), 961-981.
5.Boles, Terry L. and David M. Messick (1995), “A Reverse Outcomes Bias: The Influence of Multiple Reference Points on the Evaluation of Outcomes and Decisions,” Organizational Behavior and Human Decision Processes, 61 (March), 262-275.
6.Bolton, Ruth N, P. K. Kannan and Matthew D. Bramlett (2000), “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value,” Journal of the Academy of Marketing Science, Vol 28, No. 1, 95-108.
7.Byrne, Ruth M. J., Ronan Culhane, Alessandra Tasso and Pable Berrocal (2000), “The Temporality Effect in Counterfactual about what might have been,” Memory & Cognition, 28(2), 264-281.
8.Camerer, C., & Thaler, R. H. (1995), “ Ultimatums, Dictators and Manners,” Journal of Economic Perspectives, 2. 209-219.
9.Carpenter, G., & Nakamoto, K. (1989), “Consumer Preference Formation and Pioneering Advantage, “ Journal of Marketing Research, 26, 285-298.
10.Connolly, T., Ordóñez, L. D., & Coughlan, R. (1997), “Regret and Responsibility in the Evaluation of Decision Outcomes,” Organizational Behavior and Human Decision Processes, 70, 73-85.
11.Elster, J. (1999), “Strong Feellings: Emotion, Addiction and Human Behavior,” Cambridge, MA: MIT Press.
12.Engel, James, Roger D. Blackwell, and Paul W. Miniard (1995), Consumer Behavior, New York: Dryden.
13.Fornell, Claes (1992), “A Natioanl Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56 (January), 6-21.
14.Gardial, Sarah F., D. Scott clemons, Robert B. woodruff, David W. Schumann, and Mary K. Burns (1994), “Comparing consumers’ Recall of Prepurchase and Postpurchase Product Evaluation Experiences,” Journal of Consumer Research, 20 (December), 548-560.
15.Gilovich, Thomas and Victoria H. Medvec (1994), “The Temporal Pattern to the Experience of Regret,” Journal of Personality and social Psychology, 67 (3), 357-365.
16.Gleicher, Faith, Kathryn A. Kost, Sara M. Baker, Alan J. Strathman, Steven A. Richman, and Steven J. Sherman (1990), “The Role of Counterfctual Thinking in Judgment of Affect,” Personality and Social Psychology Bulletin, 16(June), 284-295.
17.Guthrie, C. (1999), “Better Settle than Sorry: The Regret Aversion Theory of Litigation Behavior,” University of Illinois Law Review, 1999, 43-90.
18.Güth, W., Schmittberger, R., & Schwarze, B. (1982), “An Experimental Analysis of Ultimatum Bargaining,” Journal of Economic Behavior and Organization, 3, 367-388.
19.Hartman, R., Doane, M., & Woo, C. (1991), “Consumer Rationality and the Status Quo,” Quarterly Journal of Economics, 141-162.
20.Inman, J. Jeffery, James S. Dyer, and Jianmin Jia (1997), “A Generalized Utility Model of Disappointment and Regret Effects on Post-choice Valuation,” Marketing Science, 16(2), 97-111.
21.Isen, Alice M. and Nehemia Geva (1987), “The Influence of Positive Affect on Acceptable Level of Risk: The Person with a Large Canoe Has a Large Worry,” Organizational Behavior and Human Decision Processes, 37 (April), 145-154.
22.Johnson, M. D. (1984), “Consumer Choice Strategies for Comparing Noncomparable alternatives,” Journal of Consumer Research, 11, 741-753.
23.Josephs, R. A., Larrick, R. P., Steele, C. M., & Nisbett, R. E. (1992), “Protecting the Self From the Negative Consequences of Risky Decisions,” Journal of Personality and Social Psychology, 62, 26-37.
24.Kahneman, Daniel (1995), “Varieties of Counterfactual Thinking,” in What Might Have Been: The Social Psychology of Counterfactual Thinking, ed. N. J. Roese and J. M. Olson, Mahwah, NJ: Erlbaum.
25.Kahneman, Daniel and Dale T. Miller (1986), “Norm Theory: Comparing Reality to Its Alternatives,” Psychological Review, 92 (April), 136-153.
26.Kahneman, Daniel and Amos Tversky (1982), “The Simulation Heuristic,” in Judgment under Uncertainty: Heuristics and Biases, ed. D. Kahneman et al., New York: Cambridge, 201-208.
27.Landman, Janet (1987), “Regret: A Theoretical and Conceptual Analysis,” Journal of Theory of Social Behavior, 17 (June), 135-160.
28.Lanman, Janet (1987), “Regret and Elation Following Action and Inaction: Affective Responses to Positive versus Negative Outcomes,” Personality and Social Psychology Bulletin, 13, 524-536.
29.Landman, Janet and Ross Petty (2000), “It Could Have Been You: How States Exploit Counterfactual Thought to Market Lotteries,” Psycholoty & Marketing, 17 (4), 299-321.
30.Larrick, Richard P. and Terry L. Boles (1995), “Avoiding Regret in Decisions with Feedback: A Negotiation Example,” Organizational Behavior and Human Decision Processes, 63 (July), 87-97.
31.Loomes, Graham and Robert Sugden (1982), “Regret Theory: An Alternative Theory of Rational Choice under Uncertainty,” Economic Journal, 92 (December), 805-824.
32.McConnell, Allen R., Keith E. Niedermeier, Jill M. Leibold, Amani G. El-Alayli, Peggy P. Chin, and Nicole M. Kuiper (2000), “What If I Find It Cheaper Someplace Else: Role of Prefactual Thinking and Anticipated Regret in Consumer Behavior,” Psychology & Marketing, 17 (4), 281-298.
33.McGill, Ann L. (2000), “ Counterfactual Reasoning in Causal Judgments: Implications for Marketing,” Psychology & Marketing, 17 (4), 323-343.
34.Neman, Joseph W. and Richard A. Werbel (1973), “Multivariate Analysis of Brand Loyalty for Major Household Appliances,” Journal of Marketing Research, 10 (November), 404-409.
35.Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, (November), 460-469.
36.Oliver, Richard L. (1997), Satisfaction: A behavioral Perspective on the Consumer, Boston: Irwin McGraw-Hill.
37.Ordóñez Lisa D., Terry Connolly (2000), “Regret and Responsibility: A Reply to Zeelenberg et al,” Organizational Behavior and Human Decision Processes, 81 (1), 132-142.
38.Pyszczynski, Tom, Jeff Greenberg, and John Laprelle (1985), “Social Comparison after Success and Failure: Biased Search for Information Consistent with a Self-Serving Conclusion,” Journal of Experimental Social Psychology, 21, 195-211.
39.Richins, Marsha L. (1983), “Negative Word-of Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing, 47 (december), 68-78.
40.Ritov, I. & Baron, J. (1992), “Status Quo and Omission Bias, “ Journal of Risk and Uncertainty, 5, 49-62.
41.Ritov, I. (1996), “Probability of Regret: Anticipation of Uncertainty resolution in Choice,” Organizational Behavior and Human Decision Processes, 66, 228-236.
42.Ritov, I. & Baron, J. (1995), “Outcome Knowledge, Regret, and Omission Bias,” Organizational Behavior and Human Decision Processes, 64, 119-127.
43.Roese, Neal J. (1994), “The Functional Basis of Counterfactual Thinking,” Journal of Personality and Social Psychology, 66, 805-818.
44.Roese, Neal J. and James M. Olson (1995), “ Outcome Controllability and Counterfactual Thinking,” Personality and Social Psychology Bulletin, 21 (June), 620-628.
45.Roese, Neal J. (1997), “Counterfactual Thinking,” Psychological Bulletin, Vol. 121, No. 1, 133-148.
46.Samuelson, W., & Zeckhauser, R. (1988), “Status Quo Bias in Decision Making,” Journal of Risk and Uncertainty, 1, 7-59.
47.Schweitzer, Maurice (1994), “Disentangling Status Quo and Omission Effects: An Experimental Analysis,” Organizational Behavior and Humen Decision Processes, 58, 457-476.
48.Shimanoff, S. B. (1984), “Commonly Named Emotions in Everyday Conversations,” Perceptual and Motor Skills, 58, 514.
49.Simonson, Itamar (1992), “The Influence of Anticipating Regret and Responsibility on Purchase Decisions,” Journal of Consumer Research, 19 (June), 620-628.
50.Taylor, Kimberly A. (1997), “ A Regret Theory Approach to Assessing Consumer Satisfaction,” Marketing Letters, 8 (2), 229-238.
51.Thaler, R. (1980), “Toward A Positive Theoty of Consumer Choice,” Journal of Economic Behavior and Organization, 1, 39-60.
52.Thibaut, John W. and Harold H. Kelly (1959), The Social Psychology of Groups, New York: Wiley.
53.Tsiros, Michael (1998), “Effect of Regret on Post-choice Valuation: The Case of More than Two Alternatives,” Organizational Behavior and Human Decision Processes, 76 (October), 48-69.
54.Tsiros, Michael (2000), and Vikas Mittal “ Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making,” Journal of Consumer Research, Vol. 26, 401-417.
55.Tversky, A., & Kahneman, D. (1991), “Loss Aversion in Risky and Riskless Choice: A Reference-Dependant Model,” Quarterly Journal of Economics, 106, 1039-1061.
56.Weiner, Bertrand (1982), “The Emotional Consequences of Causal Attribution,” in Affect and Cognition, ed. M. S. Clark and S. T. Fiske, Hillsdale, NJ: Erlbaum.
57.Yi, Youjae (1990), “A Critical Review of Consumer Satisfaction,” in Review of Marketing, ed. V. A. Zeithaml, Chicago: American Marketing Association.
58.Zeelenberg, Marcel (1996), “On the Importance of What Might Have Been: Psychological Perspectives on Regret and Decision Making,” Ph. D. dissertation, Department of Social Psychology, University of Amsterdam, 1018-WB Amsterdam, The Netherlands.
59.Zeelenberg, Marcel, Jane Beattie, Joop van der Plight, and Nanne K, de Vries (1996), “ Consequences of Regret Aversion: Effects of Expected Feedback on Risky Decision Making,” Organizational Behavior and Human Decision Processes, 65 (2), 148-158.
60.Zeelenberg, Marcel, Jane Beattie (1997), “Consequences of Regret Aversion 2: Additional Evidence for Effects of Feedback on Decision Making,” Organizational Behavior and Human Decision Process, 72 (1), 63-78.
61.Zeelenberg, Marcel, Wilco W. van Dijk, and Anthony S. R. Manstead (1998), “Reconsidering the Relation between Regret and Responsibility,” Oranizational Behavior and Human Decision Processes, 74 (3), 254-272.
62.Zeelenberg, Marcel (1998), “Emotional Reactions to the Outcomes of Decisions: The Role of Counterfactual Thought in the Experience of Regret Disappointment,” Organization Behavior and Human Decision Processes, Vol. 75, No. 2, 117-141.
63.Zeelenberg, Marcel (1999), “ Anticipated Regret, Expected Feedback and Behavioral Decision Making,” Journal of Behavioral Decision Making, 12, 93-106.
64.Zeelenberg, Marcel, Wilco W. van Dijk and Joop van der Pligt (1999), “Effort Invested In Vain: The Impact of Effort on the Intensity of Disappointment and Regret,” Motivation and Emotion, 23 (3), 203-220.
65.Zeelenberg, Marcel, Wilco W. van Dijk and Antony S. R. Manstead (2000), “Regret and Responsibility Resolved? Evaluating Ordóñez and Connolly’s Conclusions,” Organizational Behavior and Human Decision Processes, 81 (1), 143-154.
66.Zeithaml, B. A., Berry, L. L., & Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality,” Journal of Markeing, 60, 31-46.