Regret type matters Risk aversion and complaining in a multidimensional post-purchase regret framework

Purpose The purpose of this paper is to investigate post-purchase regret and its relationships with complaint and risk aversion in a four-dimensional framework. Design/methodology/approach Using 548 effective samples, this study employed structural equation modeling to test proposed hypotheses. Findings Based on levels of perceived self-responsibility, post-purchase regret due to forgone alternatives, under consideration and over consideration was positively associated with customer complaining, whereas post-purchase regret due to significance change exhibited no such correlation. Moreover, a higher level of risk aversion increased the effect of utilitarian motivation on post-purchase regret due to over consideration but decreased this effect on post-purchase regret due to under consideration. Research limitations/implications - First, regret can positively influence consumer complaints. Next, consumers are unlikely to complain to third parties unless they experience strong action regret. Finally, risk aversion can alleviate or reinforce the effect of utilitarian motivation on regret. Future research could examine the customer group who feel less or no regret of their purchases to contribute to regret theory. Practical implications - To reduce regret among such consumers, marketers are advised to apply precision marketing techniques to reach their target consumers. Second, to forestall customer regret due to forgone alternatives, sellers should proactively provide target buyers with information regarding their products and those of competing brands. Third, another method of minimizing regret is to ensure that consumers' risk-aversion activities are effective. Originality/value This study empirically demonstrated a multidimensional scale of regret to illuminate the multicausal role of regret in relation to consumers' complaining and risk-aversion behaviors.