Research On Effects Of Mixed Emotions On Consumer Indecisiveness And Negative Purchase Intention

Consumption emotions have been particularly discussing these years. Many researchers have confirmed that consumers make decisions merely based on their emotions during the shopping hours. No matter how rational consumers are, they are more or less influenced by emotions. Previous studies mainly focus on pure emotions, ignore the existence of mixed emotions and its impact on consumer behavior. This paper introduced the concept of mixed emotions and reveal the relationship between negative purchase intention and mixed emotions.When consumers experience positive emotions and negative emotions at the same time, people pay more attention to the negative information, more profound impression. Negative emotion influence on people will be greater (Ito and Oliver,1991; Oliver,1993).Based on the prospect theory of behavioral economics, loss brings unhappiness (negative effect)will be bigger than the same amount of happiness won. So consumers experience mixed emotions in the shopping process are more negative purchase intention.When consumers experience mixed emotions, may produce buy indecisiveness, and reduce the purchase intention. On the one hand, the competitors appeal may affect negative purchase intention; On the other hand, the attraction may interfere with buy indecisiveness and negative purchase intention.Based on this assumption, this paper introduction two variables to empirical test between mixed emotions and negative purchase intention. The first is indecisiveness’s intermediary role; the second is competitors attraction’s moderator.Based on retail consumers as the research object, through the questionnaire to department stores and supermarkets customers, using SPSS21software to analyze the collected data.In this paper, the main conclusions:(1)Mixed Emotions have significant positive influence on consumer Indecisiveness. Positive emotions dominant mixed emotions have significant positive influence on consumer Indecisiveness; Negative emotions dominated mixed emotions have significant positive influence on consumer Indecisiveness.(2)Consumer Indecisiveness has significant positive influence on Negative Purchase Intention.(3)Mixed Emotions have significant positive influence on Negative Purchase Intention. Positive emotions dominant mixed emotions have significant positive influence on Negative Purchase Intention; Negative emotions dominated mixed emotions have significant positive influence on Negative Purchase Intention.(4)Indecisiveness plays the partial mediating effect role on Mixed Emotions and Negative Purchase Intention.(5)Competitors Attraction has significant positive influence on Negative Purchase Intention.(6)Competitors Attraction does not play regulating role on Indecisiveness and Negative Purchase Intention.