Anticipated Regret The Impact On Consumer Impulse Buying Behavior Empirical Research

With the development of the ability of economy and the improvement ofthe level of people's life,the impulsive buying is becoming very popular.The impulsive purchasing has been studied by foreign researchers for a longtime. In recent years,with the consumption of consumer's attitude change,impulsive buying also has been caught the domestic researchers' attention.Throughout the literature of impulsive buying, the early researchesare focused on the concepts and factors of the impulsive purchasing. Andaccording to different factors,scholars began to classify the impulsivebuying. With the deepening of the study,some scholars have start to studythe mechanisms of the impulsive buying, and to explore how it to play animportant role. In recent years, more and more psychological theories areapplied in this area. On the basic of the "Regret theory",some scholarsthink the regret as a post variable,to study the affect of evaluation ofoptions to impulsive buying.In the regret theory,according to the locationof regret,it can be divided into two types:one is the above regret thatis experience regret;another kind is anticipated or expected regret,beforebuying. With the deepening research of regret theory,the scholars havefound anticipated regret has an important influence on consumer's purchasedecision.Therefore,the scholars start to pay attention to the anticipatedregret research,the major scholars are: Zeelenberg,Inman,Roese ect.According to the early study of the researchers,this paper using regrettheory,consumer purchase intention theory and theory of decision, tryto put regret as a front variable, classify the regret using counterfactualthinking：up expect regret and down expect regret, to explore the mechanismof impulsive buying. Using related theory to explore:different directregret has direct and indirect effect to impulsive.This study involved the following variables： expected regret,characteristic of impulse buying,impulsive purchasing and situationalfactors. Characteristic of impulse buying as independent variable,anticipated regret and situational factors as the adjustment variable,impulsive buying as the dependent variable. On the bases of the analysisof the relationship between variables, using scenario experiment, correlation analysis, regression analysis, variance analysis and Tanalysis explore the affect of different direction of expected regret toimpulsive buying. This study is trying to explanation：increasing theexpected regret, to stimulate impulse buying trait,affect the impulsivebuying. According to the results, put forward corresponding suggestionsfor enterprises.