预期后悔对网上冲动性购买行为影响实证研究.pdfVIP

Modern Marketing 现代市场营销, 2017, 7(1), 1-14 Published Online February 2017 in Hans. /journal/mom /10.12677/mom.2017.71001 Empirical Research on the Impact of Anticipated Regret on Impulse Buying Behavior on Internet 1 1 2 Lihui Geng , Maoyang Yan , Jinjin Xiang 1 School of Economics and Management, Southwest Jiaotong University, Chengdu Sichuan 2 School of Economics and Management, Nanchang Institute of Science and Technology, Nanchang Jiangxi th th th Received: Jan. 13 , 2017; accepted: Feb. 6 , 2017; published: Feb. 9 , 2017 Abstract Drawing on the theory of impulse buying behavior and anticipated regret, this study explores the relationship between anticipated regret and impulse buying behavior on internet, investigates different factors (price promotion, graphic display and online comment) and impulsivity trait influencing impulse buying behavior on internet. Samples collected are empirically tested by SPSS17.0 and multiple group regression analysis is conducted with anticipated regret as a mod- erator variable. The results indicated that anticipated regret can directly influence online impulse buying. In the effect of price promotion, graphic display and impulsive impulsivity trait on con- sumer impulse buying, the moderating effect of anticipated regret is significant. In the effect of on- line comment on consumer impulse buying, the moderating effect of anticipated regret is not sig- nificant. Keywords Impulse Buying, Anticipated Regret, External Stimuli, Impulsivity Trait, Moderated Function 预期后悔对网上冲动性购买行为影响的 实证研究 1 1 2 耿黎辉 ，严茂洋 ，向金金 1西南交通大学，经济管理学