The purpose of this research is to investigate the relationship and factors affecting the shopping motivation and regret after shopping of the major customers of sports products. This research was applied in terms of purpose and descriptive and survey in terms of nature and method. The statistical population of this study was all customers of sports products in Khorasan Razavi province that According to the Cochran sample size, 384 people were selected as a statistical sample by random cluster sampling And completed the standard questionnaires of regret after the purchase of Delacroix et al. (2007) and the study of purchasing motivations of Iranian consumers Heidarzadeh and Bahrami (2015). Data analysis was performed by SPSS and AMOS software. The results showed that the variable of shopping motivation was affected by factors such as shopping at auction, utilitarian shopping, pleasure shopping, role playing, brand consciousness and awareness (brand loyalty), sensory motivation and inspiring shopping, quality awareness, social shopping, fun or entertainment shopping and value shopping respectively. Also, the two dimensions of feeling regret after shopping and feeling regret due to not shopping were the two factors that explained the variable of shopping regret. On the other hand, it was observed that there is a correlation between shopping motivation and shopping regret and the relationship model between shopping motivation and shopping regret has a good fit. Therefore, identifying shopping motivations can be effective for owners, marketers and sellers of sports equipment stores in creating long-term relationships between sellers and customers.
