An investigation of precursors of online impulse buying and its effects on purchase regret: role of consumer innovation

Abstract

Purpose Impulsive buyers are a dream segment for retailers and marketers. Stimulants in the retail environment and cognitive aspects evoke a sudden urge the acquisition of products spontaneously. This paper aims to examine key cognitive aspects of impulsive buying behaviour and purchase regret in an online context. Design/methodology/approach An online survey was conducted to collect the data of 317 online consumers with the help of a convenience sampling technique. The structural equation modelling technique was carried out to establish the validity and reliability of measures and examine the proposed relational paths. Findings The study results suggest that cognitive aspects recede impulsive buying, resulting in purchase regret. The empirical findings on the impulsive buying behaviour and purchase regret to yield several important implications, including developing marketing strategies and policies to evoke the intentions for impulsive buying behaviour, consumer innovation and balancing the feelings of regret. Practical implications The study also provides some significant contributions to the literature on online impulse buying and its related paradigms. Originality/value This study mainly attempted to determine the precursors of online impulse buying and purchase regret from the perspective of hedonic and experiential consumption motivation and consumer innovation. Getting reflections from cognitive dissonance theory and the post purchase evaluation, a theoretical model was developed and empirically tested for impulsive online buyers.

Influential Factors of Impulsive Buying Behavior: Analyzing Retail Dynamics at Hyperstar Shopping Mall in Pakistan

“…The benign embrace of a shopping haven, bedecked with the harmonious convergence of music, hues painting the canvas, and fragrant whispers, acts as a nurturing cradle fostering the impetus for impulsive purchases (Chen and Yue 2023). It's within the sanctum of these store environs that the humdrum routines of purchases metamorphose into exhilarating escapades, pulsating with the thrill of spontaneity and excitement (Sarwar et al 2023). Furthermore, the external echo of sales promotions and the irresistible allure of discounted prices stand as beckoning sirens goading consumer impulses towards impromptu acquisitions (Lou et al 2022).…”

Negative Emotions Will Be Welcomed: The Effect of Upward Comparison on Counterhedonic Consumption

“…In the research on consumption behavior that evokes negative emotions, Crusius and Mussweiler (2012) found that upward comparisons can lead to impulse consumption [6]. This consumption behavior can arouse negative emotions such as anxiety and regret [7]. In addition, Zheng et al (2020) showed that upward com-parisons can lead to compulsive consumption [9].…”

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