RESEARCH ON THE IMPACT OF ANTICIPATED REGRET ON IMPULSE ONLINE SHOPPING: A CASE STUDY OF STUDENTS FROM NJUPT
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Abstract
Online shopping has become a common way for people to conduct their daily shopping, and therefore, scholars have conducted numerous research studies on the behavioral characteristics of consumer network purchase intention, especially impulse purchases. At present, the academic research is mainly focused on the analysis and formation mechanism of the research factors of impulse purchases, and few studies have examined the impulse purchase with regard to the aspect of regret, although the influence of the regret factor increasingly restricts the development of electronic commerce. Moreover, university students’ consumption has obvious impulse characteristics. Taking students enrolled at NJUPT as the research subjects, this paper sets regret as a propositional variable with the objective to study the impulse purchases of online shopping. Based on the research results, it can be concluded that the effects of expected regret in different aspects on impulsive online shopping are significant. It is revealed that regret has a significant influence on the impact of online shopping commitments with regard to consumers’ impulsive online shopping, which has no significant influence on the impact of other people’s evaluation of impulsive purchasing but has a significant impact on individual impulse purchases.
Article Details
Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
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