一個理性的消費者，會希望所選擇的產品或服務獲得的效用和滿意度最大化，隨著網際網路的崛起，資訊越來越透明化的世代裡，愈來愈多消費者在產生購買行為或決策前，會透過各種管道去蒐集產品的相關資訊，主要是想要降低購後產生後悔的可能性。本研究探討負面口碑對購後後悔之關係。本研究樣本來源為親朋好友協助發放本研究之問卷，而本研究以一般消費者作為本研究之抽樣對象，並用問卷調查法搜集樣本資料。
本研究結果發現，負面口碑與購後後悔之關係呈顯著的正相關，意指當負面口碑的訊息強度越強烈，購後的後悔程度相對也就越高。
A rational consumer will want to select products or services that maximize the effectiveness and satisfaction. With the rise of the Internet, increasingly transparent in-formation generation. More and more consumers would collect information about products through various channels before they purchase or decision and that is primarily want to reduce the possibility of regret after purchase.
This study was investigating the relationship between negative word of mouth and regret after purchase. Sample source was from family and friends to help the dis-semination of questionnaires. General consumers were the target sample of this research and using questionnaires to gather the data.
The results of this study found that relationship of negative word of mouth and regret after purchasing showed a significant positive correlation which refers to when a negative word of mouth message more strongly the strength, the higher degree of regret after purchasing.
