Academic journal article Social Behavior and Personality: an international journal

Impact of Impulsive Buying Behavior on Postimpulsive Buying Satisfaction

Academic journal article Social Behavior and Personality: an international journal

Impact of Impulsive Buying Behavior on Postimpulsive Buying Satisfaction

Article excerpt

In marketing research, consumer behavior has caught the attention of scholars (Lin, Zhuang, Gong, & Lai, 2005). Impulsive buying behavior, which means a consumer experiences a sudden, often powerful, and persistent urge to buy something immediately, is the main focus of research on consumer behavior and marketing activities (Rook, 1987). Impulse buying is a common phenomenon in daily life (Liang, Liang, & Duan, 2008). Considering economic and societal developments, the evolving consumption concept, and the increase of situational factors such as network shopping, impulse buying has become easier than it was previously (Vohs & Faber, 2007). Therefore, it can be inferred that the proportion of impulsive buying behavior will be significantly higher in the future, and I believe that understanding consumer impulsive buying behavior is important both in theory and practice.

Since the seminal research of Stern (1962), researchers have studied impulsive buying behavior for more than 60 years. These researchers have mainly focused on defining and inducing impulse buying factors (Rook, 1987), but have been less focused on postimpulsive buying behavior. Therefore, I chose as the research theme for this study postimpulsive buying satisfaction, which mainly refers to the degree of satisfaction generated after the consumer's impulsive buying behavior (Tsiros & Mittal, 2000). Researchers have shown that consumers' moods as a result of postimpulsive buying may be positive (Gardner & Rook, 1988; Mukhopadhyay & Johar, 2007) or negative (Gardner & Rook, 1988). Positive and negative moods are two independent dimensions, but not two sides of a single spectrum (Cacioppo, Gardner, & Berntson, 1997), and these moods can exist simultaneously (Williams & Aaker, 2002). Larsen and McGraw (2011) also confirmed that positive and negative moods could independently exist in consciousness simultaneously and result in mixed emotions. Impulsive buying usually leads to a mixed emotion response (MacInnis & Patrick, 2006), which affects information processing modes and choice behaviors (Mukhopadhyay & Johar, 2007). Therefore, I chose the mixed emotion response as a mediator to further explore impulsive buying behavior.

Determining whether or not the postimpulsive buying mood was good or bad mainly originated from comparing different products that would produce different mood responses (Cooke, Meyvis, & Schwartz, 2001). According to internal evaluation theory (Hsee, Xu, & Tang, 2008), products with different internal evaluation levels (high vs. low) will yield different evaluation results that will produce varying postpurchase moods. Therefore, in this study, I introduced high/low internal evaluation products to the research and analyzed their possible regulatory effects.

Based on the analysis above, I chose product type as a regulated variable and discussed how the impulsive buying behavior affects the consumer's postimpulsive buying satisfaction through the mixed emotion response.

Literature Review and Hypotheses

Impulsive Buying Behavior

Scholars first paid attention to consumer impulse buying 60 years ago when they focused on the definition of impulsive buying behavior (Li & Jing, 2014). Since the 1990s, researchers have begun to study the factors influencing consumer impulse buying and classified them into the following three categories: external environmental stimulation, personality traits, and situational factors (e.g., time pressure; Dholakia, 2000).

Recently, scholars have expanded their research into how a variety of factors, including state of mind (e.g., loneliness; Wu & Foscht, 2012), mood (Flight, Rountree, & Beatty, 2012), shopping companions (Cheng, Chuang, Wang, & Kuo, 2013), walking distances in shops (Hui, Inman, Huang, & Suher, 2013), and network environment (Park, Kim, Funches, & Foxx, 2012), impact on impulse buying. …

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