Regret and performance uncertainty in consumer repeat choice

The role of regret on consumer choices has been well recognized in risky purchasing contents. Rather than outcome comparison, regret should also be contingent on the extent of consumer expectation uncertainty on performance. To explore this issue, the paper first draws some propositions based on a Bayesian updating model assuming consumer expectation as a kind of distribution. By two experiments, we show that consumers change their choice intention for alternatives with different performance uncertainty even though zero disconfirmation and no regret are experienced. Consumer experience and risk attitude moderate the change pattern.