Research On Tourists Impulsive Buying Behavior

Tourist shopping behavior is different from daily shopping purchases. Most of the tourist shopping is unplanned, Short-term deciding. The reason is tourists cannot judge the quality, performance,price, value of tourism product correctly. Purchase process often appears "buy" also regret,"do not buy" also regret emotional state, this "entangled" regret emotions affect tourists purchase options.At present, Research on travel shopping behavior is mainly in six aspects: travel goods, tourism shopping motives, shopping attributes, shopping behavior, marketing and tourist shopping satisfaction, especially in travel goods and tourist shopping satisfaction. Although scholars have studied the behavior of many of tourist shopping, but the lack of shopping tourists from the psychological process of decision-making in this perspectiye to research their purchase behavior, ignoring the emotional impact of tourism on impulse shopping behavior.This study of anticipated regret to classify and determine its content, features and key influencing factors that contribute to deepening the understanding of anticipated regret emotions, purchasing decisions related research laid the theoretical foundation for deepening the tourism product. Meanwhile, the paper put into the research of tourists are expected to regret impulsive buying behavior, and help to reveal the impact of cognitive and emotional processes tourists impulsive buying behavior of its tourism product, expanding the theory of impulse buying.