【摘要】 现有文献对冲动性购买中的后悔行为研究仅限于购后的后悔。本研究根据后悔理论的部分研究成果,提出消费者在决策前对后悔的预期也会对冲动性购买行为产生显著影响,并通过2×2被试间实验设计的方式进行了实证检验,结果发现预期后悔的方向不仅能直接影响冲动性购买行为,而且在冲动性特质和购物情境对冲动性购买的影响中具有调解作用。更多还原

【Abstract】 This article examines the influence of anticipated regret on consumer impulse buying behavior by using a 2×2 betweensubjects experimentation. The authors find the direction of anticipated regret has a significant influence on impulse buying; the direction of anticipated regret moderates impulsive trait’s impact on impulse buying; in addition, anticipated regret direction and situational factors have an interactive effect on impulse buying behavior.更多还原