Haryana School of Business, Guru Jambheshwar University of Science and Technology, Hisar, Haryana
Abstract
Customers are essential elements in a business organisation’s success, especially in today’s ambitious environment. A dissatisfied consumer may experience negative emotions such as anger, guilt, sadness, and regret. These negative emotions affect their repurchase intention. Therefore, the factors affecting their purchase behaviour must be investigated. This study investigated personality moderators of post-purchase regret (rumination, social comparison, temporal orientation, and pessimism) and repurchase intention. The model of this study also depicts the mediating role of post-purchase regret. The data of 350 respondents were collected for the study through a structured questionnaire from consumers of different generations (born between 1946 and 1960, 1961 and 1979, 1980 and 1995, and 1996 and 2012) from September 2024 to February 2025. To analyse the data, PLS-SEM was implemented through SmartPLS version 4.1. The findings depicted that the personality moderators – rumination, social comparison, temporal orientation, and pessimism – have a significant positive impact on post-purchase regret. The findings show that the post-purchase regret affects significantly negatively the repurchase intention. The findings also interpret that post-purchase regret plays a role of significant mediator between post-purchase regret moderators and repurchase intention. The consumers with these personality traits experience more regret, which consequently lowers the loyalty towards the product. This study has theoretical contribution in literature as well as practical contribution for marketers and stakeholders.
Keywords: Post-Purchase Regret, Decision-Making, Rumination, Social Comparison, Pessimism, Temporal Orientation, Repurchase Intention
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