THE EFFECT OF REGRET DETERMINANTS ON CONSUMERS' POST-PURCHASE BEHAVIOR IN URBAN SHOPPING COMPLEX BUILDING

Customers are the most effective factors in organizations success, especially in today's competitive world. Therefore, the organizations should consider them more than other factors. So, factors that affect them and also the mediators' effect on consumers purchase behavior should be investigated. So this research has investigated the effect of regret moderators on consumers' post-purchase behavior. This research is applied and descriptive type. Research population includes all customers of Babolsar Bozorgmehr shopping center in Iran during the summer 2016 and 384 of them have been selected through Cochran formula. A questionnaire has been used to gather data. Its reliability has been tested by a pre-test and its validity has been tested by face validation. To analyze the data factor analysis, regression test, SPSS, and LISREL software have been used. The results have indicated that; Perceived responsibility, Reversibility, Number of alternatives, Selfesteem, Social comparison, Optimism vs pessimism, Perfectionism, and Rumination have an impact on the post-purchase regret.