英文摘要 |
Impulse buying has been a popular issue in the industrial and academic areas. When marketers use marketing instruments to induce consumers to experience a sudden and irresistible urge to buy something immediately, they neglect whether such actions would cause consumers to experience negative emotions after their impulse buying. In the view of consumer lifetime value, it deserves to take concern about this. However, discussion about this seems insufficient in the literature.The objective of this paper is to discuss post-purchase emotion of impulse buying. The authors focus on three important variables that stimulate impulse buying: marketing stimuli, impulsivity trait, and situational factor (current emotional state). We investigate the influence of each variable on post-purchase emotion and the interactive effects between marketing stimuli and the other two factors. Through laboratory experiments, the results indicate: (1) marketing stimuli (with and without), impulsivity trait (high and low), and current emotional state (good and bad) induce different levels of positive or low negative post-purchase emotions; (2) marketing stimuli and impulsivity trait have the interactive effect on post-purchase emotion, also marketing stimuli and current emotional state on post-purchase emotion. |