City bus passengers requested higher service quality than before. And carriers have respect for how to increase passengers' satisfaction. The attribute of service quality is a major factor which can affects consumers' satisfaction and behaviors. Recent researches revealed that customers will consider both utilitarian and hedonic attributes of the product or service while making choice or judgment. And that will generate different level of satisfaction and further effect on post-purchase behavior. This study will discuss how utilitarian and hedonic attributes affect passengers' satisfaction and behavior. The result reveals that the hedonic attribute has more effect on satisfaction than the utilitarian attribute. And satisfaction makes more effect on positive post-purchase behaviors than on negative behaviors.