Effects of Remorse on Future Buying Behaviors of Consumers of Sporting Goods: Investigating the Mediating Role of Attitude

The study is to determine the effects of remorse on future buying behaviors of consumers of sporting goods; investigating the mediating role of attitude. The statistical population included all young consumers of sporting goods (15-30 years old) in Esfahan city. So, 380 were randomly selected as the samples. They completed the following questionnaires: buyer’s remorse questionnaire, consumer’s attitude towards buying and buying behavior scale. Face and content validity of scales were accepted after translation by sport marketing professors. Also, reliability was checked by Cronbach's alpha test. The data were analyzed by SPSS22 and AMOS software. The results showed that remorse for buying, remorse for not buying, violating social norms, lack of self-control, hedonistic consumption, and coping behaviors had significant effects on remorse of consumers. Buyer’s remorse had a significant effect on forming the consumers’ attitude toward buying. Moreover, consumers’ attitude had a significant effect on future buying behavior, attitude mediate the relation between buyers’ remorse and future buying behaviors. The results of structural equation modeling showed that the proposed research model was of good fit (RMSEA=0/0008) in target population.