Self-Esteem, Risk-version and Post Purchase Regrets: Moderating effect of Demographics in Sri Lankan Shopping Malls

Abstract

Mall shopping is a dynamic trend in today's marketplace where the mall owners highly focus on delighting their consumers. Post-purchase regret is one of the critical areas investigated in consumer satisfaction theories. Though many studies have been focused on post-purchase regrets, very few studies have been focused on moderating the effect of customer demographics. As a result, this study was designed to investigate the effect of selected demographics on customers’ self-esteem and risk-aversion perceptions of experiences at malls. The available literature was thoroughly referred to as design studying hypotheses for the investigation. Data were collected by following an online survey based on a structural questionnaire targeting people who experienced mall shopping in 2020. After verifying the sample's reliability and validity, the collected valid responses (349) were considered for the analysis. The analysis results indicated a moderating effect of career and the consumer's monthly income on the relationship between post-purchase regret and self-esteem. On the other hand, the demographics such as age, gender, marital status, occupation, and monthly income of the consumer were found as moderators for the relationship between post-purchase regret and risk-aversion of the consumer. Based on the findings, relevant recommendations were discussed to improve the customer experience at malls. DOI : https://doi.org/10.54663/2182-9306.2022.v10.n18.151-185