Research On Relation Among Anticipated Regret,group Buying And Impulsive Buying Behavior Of College Students

Impulse buying is the unplanned,unexpected and uncertainty behavior,which is caused by the psychological changes due to the induction into premise characteristics of the products.Impulsive buying is prevalent in everyday life.Since the 1950 s,developed countries such as Europe and the United States havestarted to study the impulsive purchase behavior.However,the previous studies are mainly on defining the concept and the related factors.Further studies found that the psychological process involved in impulsive buying behavior is more complex,the psychological changes before the purchase and the psychological activities after the purchase.Different environmental factors caused by the role of emotions are different,then cause different impulse buying.Until so far,China's research on this behavior is not much.Regret is one of the emotions that people often caused by psychological changing,and is also a psychological change that is common after the impulsive buying behavior occurs.There is a clear qualitative of the psychological changes in scientific research.Generally,after the impulse-buying behavior,the regret of the feelings known as the experienced regret,and before the impulse-buying behavior,the regret of the mood known as anticipated regret.The anticipated regret has two directions: upward and downward,upward means if they buy goods,they will regret;downward represented the expected regret is not buy goods,they will regret in the future.Studies have shown that different directions of the anticipated regret,the impact on the individual is different.In the purchase activities,the experienced regret main performance in the future purchase behavior,and the anticipated regret is directly on the individual's purchase behavior now.The shopping experience is different,the probability of generating impulsive buying behavior is also different.Group buying is a common human collective purchase activities that incarnate people's social properties.This behavior not only eliminates the psychological loneliness of consumers,but also can help shoppers to include product information effectively and lead to impulsive buying behavior.This study is based on some common behavioral in our daily life,combined with the feelings of regret and the impact of peers on the individual,to explore therelationship among group shopping,expected regret,impulsive buying behavior.To help consumers planning consumer behavior,and to improve the utilization of goods,reduce the inefficient consumption.This study use a questionnaire of seven kinds of common items and four kinds of promotions to get which can cause the impulsive buying intention of college students at utmost.The result is clothing and markdowns.On this basis,two experiments were designed to serve as a formal field experiment: study one In subject experiment,to explore the direct effects of College Students' anticipated regret on impulsive buying behavior.And experiment 2 was a mixed trial of 2(anticipated regret directions,upward / downward)X 2(companion types,high / low cohesion),to explore the mediating effect of group buying on College Students' expected regret for impulsive buying behavior.The results are as follows:1.Anticipated regret of college students had significant effects on the Impulsive buying.And the anticipated regret downward was more expected to cause impulse buying behavior of the subjects.2.Group buying has a significant influence to the Impulsive buying of college students.Compared with the buying under the condition of no companion and low intimacy companion,shopping with high intimacy companion would cause more impulsive buying behaviors.3.Group buying play a role as mediator between the relationship of anticipated regret and impulsive buying.