IMPACT OF IMPULSIVE BUYING BEHAVIOR ON POSTIMPULSIVE BUYING SATISFACTION

被引：15

作者：

Li, Yalin ^{[1
]}

机构：

[1] Hubei Univ Econ, Sch Business Adm, Dept Mkt, Wuhan 430205, Peoples R China

来源：

SOCIAL BEHAVIOR AND PERSONALITY | 2015年 / 43卷 / 02期

关键词：

impulse buying; mixed emotion response; postimpulsive buying satisfaction; high internal assessment products; low internal assessment products; EMOTIONS; PURCHASE; CONSEQUENCES; DISTANCE; REGRET; MODEL;

D O I：

10.2224/sbp.2015.43.2.339

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

I investigated how impulsive buying behavior affects postimpulsive buying satisfaction through the mediator of mixed emotion response and the moderator product type. I collected data using the survey method and used independent samples t tests, two-way analyses of variance, and linear regression to analyze the 243 valid questionnaires. The results showed that impulsive buying behavior has a direct effect on mixed emotion response and affects the consumers' postimpulsive buying satisfaction through mixed emotion response. Moreover, the product type has regulatory effects. Research limitations and implications for theory and management are discussed.

引用

页码：339 / 352

页数：14

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