The Impact Of Anticipatory Thinking And Self-regulating Orientation On Delayed Purchases

In recent years,scholars have been increasing research on the field of consumer behavior.In the past,the focus of scholars’ attention was mostly on the impulse purchase behavior of consumers,and it may be neglected another special and common consumer purchase behavior,that is,delayed purchase.Delayed purchases mean that consumers have a desire to buy a certain product and also have the ability to purchase,but tend to postpone the purchase.The survey found that the delayed purchase behavior is widespread in the purchasing decisions of Chinese consumers.However,scholars’ research on delayed purchase behavior is not very rich.Only a few scholars in China have done relevant research on consumers’ delayed purchase behavior(Li Jianping,2010;Li Xiao et al.,2011,2013;Peng Hui,2016).So far,no scholars have explored predictive thinking about consumption.The effect of delaying purchase behavior.Therefore,this article explores the impact of predictive thinking on consumers’ delayed purchase behavior and possible mechanisms.Taking the expectation thinking as the independent variable,the reverse delay purchase intention as the dependent variable,the self-regulation orientation as the adjustment variable,and the expected emotion as the mediator variable,construct the theoretical model of this paper.The data was collected through a scenario questionnaire and the hypothesis of this paper was verified by data analysis.The results of data analysis show that the two dimensions of expected thinking(upward and downward expectations)have a positive effect on reversing consumers’delayed purchase intentions;consumers’ expected emotions(expected joy and expected regret)are in this relationship.In addition,consumers with different self-regulating orientations(profit-oriented and avoidance-oriented)have different inversions in different expected scenarios to delay purchase intentions.The content of this paper mainly includes five parts,as follows:First,introduce the research background,purpose,significance,content and method of this paper,which leads to the research of this paper.Second,through the combing of previous related research,the main variables of this paper are reviewed.Including consumer delay purchase preferences,anticipatory thinking,expected emotions,self-regulation.Thirdly,this paper expounds the exploratory research in this paper to reverse the process of consumers’ delayed purchase behavior,mainly studies the effects of predictive thinking,self-regulation orientation and expected emotions on consumers’ delayed purchase behavior.And through the combing of the relationship between the various variables,the research hypothesis of this paper is proposed.Then draw on the existing mature scale and combine the opinions and suggestions of the teachers and students to complete the questionnaire.Fourth,the hypothesis of this paper is verified by data analysis,and the analysis results are discussed in detail.Fifth,summarize the research conclusions of this paper,and put forward the innovations of this paper as well as the research limitations and future research prospects.