Can Impulse Buying Occur Continuously?

Now the electronic commerce development of our country is very rapid.With the online shopping population continues to expand,the space of domestic electronic commerce will be larger.In order to increase sales,a large number of e-commerce business continuously take a form of creating holidays(such as “double eleven-online shopping carnival”),bundling or reducing prices to stimulate consumers' desire to buy,so that consumers make impulse buying behavior.Previous researches on impulse buying have generally concentrated on the definition,the factors and the formation mechanism.Few scholars have researched the regret after impulse buying,especially it has not been concerned yet that how regret affect s the subsequent buying behavior.Previous researches have told us that impulse buying behavior will also or even be more likely to occur in online shopping situation.On the basis of domestic and foreign literature,this paper focuses on the impact of regret after impulse buying on the subsequent buying behavior in online shopping environment.The impact mechanism is investigated emphatically in order to make connections of impulse buying,regret and s ubsequent purchase,so that people can get a more comprehensive understanding of consumer impulse buying behavior.A 2×2 between-subject design is used to explore the effects of regret on consumer's new buying behavior after impulse purchase.Consumer regrets are divided into two types: experienced regret and anticipated regret.Experienced regret occurs after purchase through actual comparison.Anticipated regret occurs before purchase when consumers consider that they may feel regret.perceived risk is also discussed.At the same time,this paper distinguishes interval and the reasons of regret in order to study how regret influences subsequent impulse buying behavior.The experimental results show that experienced regret has significant effects on perceived risk,anticipated regret and subjective cognitive impulsivity.Perceived risk affects anticipated regret and subjective cognitive impulsivity significantly.Anticipated regret also has an effect on subjective cognitive impulsivity.Interval yields a main effect of impulse buying behavior.There is no significant difference between the effects of regrets caused by different reasons.Finally,by discussing the mechanism how consumer regret after impulse buying affects subsequent purchase,this study offers proposals and marketing strategies to online retailers,so that they can improve their competitive position in the market.