The Empirical Research On The Impact Of Anticipated Regret On Consumer Impulsive Buying Behavior

In our daily life, we often buy something impulsively because of stimulation of circumstance, mood and so on. Researchers have paid attention to this special purchase behavior for more than sixty years and a lot of papers have been published concerning conception, psychology course, influencing factors and so on. Although many research achievements have been obtained, we can still find that few papers can be found about the impact of regret, especially anticipated regret on the impulsive purchase.This paper, based on counterfactual thinking theory, divides anticipated regret into two categories according its direction, discussing the directed influence on impulsive purchase respectively. In addition, it discusses the moderation of direction of anticipated regret on relationship between price promotion and impulsive purchase, as well as impulse traits and impulsive purchase, respectively. The research on these topics will contribute to theory about impact of regret on impulsive purchase.This research collects data by designing circumstance questionnaire based on previous papers to examine reliability and validity of questionnaire and hypothesizes.Final results are following:1. Directions of anticipated regret have different influence on impulsive purchase.2. Directions of anticipated regret have a significant moderation function on the impact of price promotion and impulse trait on impulsive purchase respectively.This paper helps managers to discuss the impact of anticipated regret on impulsive purchase completely and provides suggestions about how to manage consumers’anticipated regret directions, as a result, enhance sales figures and profits.