Document Type : Original Article


1 Department of Management, UAE Branch, Islamic Azad University, Dubai, United Arab Emirates.

2 Department of Industrial Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran.

4 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.


The purpose of this study is to design a post-purchase regret model and determine online business strategies. Regret is a state of mind in which the customer is hesitant to buy a product or service. This hesitation can be due to paying a high price for the quality received, comparing the quality of the goods or services received with competing companies, or the result of various risks that may arise in online shopping. To design the regret model, the qualitative research method was used utilizing the grounded theory strategy and the Strauss-Corbin systematic design. The sampling method was judgmental and to collect information and achieve theoretical saturation, 14 semi-structured interviews were conducted with university professors and managers of online commerce and web-based businesses. The key points of the interviews were analyzed during the three stages of open, axial, and selective coding. For the validity and reliability of the research, the members` review, participatory, triangulation, and retest methods were used. The results were extracted in a paradigm model with 20 categories and 76 concepts. The Delphi method was used to prioritize the constructive factors of the model and the opinion of experts was determined in 2 stages and converged with a standard deviation of less than 0.05. The results of the research help online business activists to gain an accurate understanding of post-purchase regrets in online shopping behavior.


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