预期后悔对消费者冲动性购买行为的影响研究被引量：38

The Impact of Anticipated Regret on Consumer Impulse Buying Behavior

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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。 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.

作者银成钺于洪彦

机构地区东北师范大学商学院吉林大学商学院

出处《管理评论》 CSSCI 北大核心 2009年第12期71-79,93,共10页 Management Review

基金国家自然科学基金项目资助(70772119 70672026) 东北师范大学"十一五"科技创新基金项目资助(NENU-STC08020)

关键词预期后悔冲动性购买调节作用 anticipated regret, impulse buying, moderate effect

分类号 F274 [经济管理—企业管理]

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