The Moderating Role of Anticipated Regret and Product Involvement on Online Impulsive Buying Behavior.

ABSTRACT: Online impulsive buying behavior has drawn an increasing amount of attention from researchers and marketers as well; however, little research has explored how cognitive aspect and emotional aspect effect online impulsive buying together. The study examines the role of product involvement (cognitive aspect) and anticipated regret (emotional aspect) on the online impulsive buying behavior of the consumer. The results indicate that consumers who experienced downward anticipated regret showed more online impulsive buying behavior than those who experienced upward anticipated regret. Moreover, anticipated regret moderates the relationship between product involvement and online impulsive buying behavior, for participants who experienced downward anticipated regret showing more online impulsive b

SUBMITTER: Li B 

PROVIDER: S-EPMC8719491 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature