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The Triggers of Buyers Regret of Impulsive Purchases
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2017 (Engelska)Självständigt arbete på avancerad nivå (masterexamen), 20 poäng / 30 hpStudentuppsats (Examensarbete)
Abstract [en]

Attention on impulsive buying behavior has been increased from both researchers and marketers, as the negative consumption experience resulting from this unplanned buying could harm the business severely in terms of brand building, reputation as well as a loss of customer. By reviewing previous literatures, we have identified that there is still little research about the post-consumer behavior of impulse purchases, namely on consumers’ regret triggered from what they have bought impulsively. The purpose of this study is to discover the triggers of buyer regret from impulse purchase, which is presented by the research question “What are the triggers of buyer regret from impulse purchases?” By conducting a quantitative research, we proposed a conceptual model of impulse purchase regret that consists of six hypotheses. The technical tool that we used to test the conceptual model is a SPSS extension called AMOS, whereas the analysis method uses the application of structural equation modeling. We collected our primary data (187 viable responses) via a questionnaire through convenience sampling. By testing all the data with AMOS, we received the following result: 5 hypotheses are accepted and 1 hypothesis is rejected. This result indicates that upwards counterfactual thinking (CFT) on forgone alternatives, a change in significance, and under consideration are positively related to impulse purchase regret; external stimuli and consumer susceptibility to interpersonal influence (CSII) have indirect influence on impulse purchase regret. By applying our theoretical background to analyze the result, we suggest that consumer’s rational buying thinking still plays an important role in post evaluation stage of impulse purchase, even though it disrupts the rational buying process in the beginning. Lastly, we believe that several parties could benefit from our research, they are marketing, academia as well as consumers. 

Ort, förlag, år, upplaga, sidor
2017. , s. 84
Nyckelord [en]
impulse purchasing, post purchase behavior, post purchasing regret, impulse buying, consumer behavior
Nationell ämneskategori
Samhällsvetenskap
Identifikatorer
URN: urn:nbn:se:hj:diva-35899ISRN: JU-IHH-FÖA-2-20170493OAI: oai:DiVA.org:hj-35899DiVA, id: diva2:1106734
Handledare
Examinatorer
Tillgänglig från: 2017-06-29 Skapad: 2017-06-08 Senast uppdaterad: 2017-06-29Bibliografiskt granskad

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