The Research On Satisfaction Of Post-Impulsive Buying

Impulse buying is pervasive in our daily life and has been studied for more than60years. In recent years with the growth of economy, the change of consumer’s consumptionattitude and the development of variety of new technology impulse buying behavior inChina are also increasingly common which shown the significance to research impulsivebuying behavior.Most of previous research results, the researches on impulsive buying behavior morefocus on the factors of triggering impulse buying behavior which most belonged to the“before purchase behavior”, the research on “post purchase behavior” of the impulsebuying behavior discussed less. From the enterprise point of view it should not only payattention to how to stimulate consumer impulsive buying behavior, but also to consider thebehavior or attitude of impulsive post purchase especially post-impulsive buyingsatisfaction. For consumer satisfaction was seen the determinants to increase customerretention as well as customer loyalty and through improving customer satisfaction canrealize company profit and raise the market rate. But the past research in this area isrelatively insufficient especially the influencing factors of post-impulsive buyingsatisfaction. At the same time the studies have shown that there will be confliction to resistthe impulse or experience the consumer impulse in the process of consumer impulsivebuying. That is to say when the consumer considered to buy or not there will produce akind of psychological imbalance to hesitate to control impulse or immediate pleasure. Sothe consumer will experience the transient confliction of impulse control or immediatepleasure in impulse buying process.Therefore the thesis chose the post-impulsive buying satisfaction as the researchperspective and in-depth studied the factors of impulsive buying behavior occurrence ornot and the reason of impulsive buying how to affect the consumer’s impulsivitypost-purchase satisfaction evaluation through the consumers’ emotional responses.Meanwhile the paper also analyzed the regulatory effect of product type and consumers’social comparison orientation. On the basis of the above research the paper put forwardthe concept of post-impulsive buying dynamic satisfaction and carried on the preliminary discussion based on the in-depth analysis of influence factor of post-impulsive buyingsatisfaction with a view to has a more in-depth understand the post-impulsive buyingsatisfaction and make up for the disadvantage of present study and provide a theoreticalreference for enterprise marketing decision. In order to achieve the above purpose thethesis designed three studies separately from consumer impulsive buying behavioroccurrence or not and the reason of impulsive buying to analyze the influence onpost-impulsive buying satisfaction as well as the post-impulsive buying behavior dynamicsatisfaction.The research showed that the impulsive buying behavior was a goal conflict behaviorand the consumer could produce mixed emotion which meaned the emotion of happy, guilt,achievement and regret would exist at the same time. The factors of impulsive buyingbehavior occurrence or not and the reason of impulsive buying affected the post-impulsivebuying satisfaction through the consumers’ emotional responses and the product type andconsumers’ social comparison orientation had the regulatory effect during the process.From the impulsive buying behavior occurrence or not the study found that occurrence ofimpulsive buying behavior and without impulsive buying behavior were both influences toconsumers’ emotional responses. Specifically the consumers of occurrence of impulsebuying had happier emotion, greater emotion of guilt and lower achievement and lowerregret feeling emotions than that of the consumers without impulsive buying. At the sametime relative to the low internal assessment products the emotion of happy, guilt,achievement, regret caused by high internal assessment products would change smaller. Asthe same relative to the consumers with low social comparison orientation the emotion ofthe consumers with high social comparison orientation would change greater. From theimpulse buying behavior of predisposing factors the different impulse buying predisposingfactors could bring different emotion response and product and social comparisonorientation had regulatory effect. Specifically, relative to the consumers with low impulsebuying tendency the consumers with high impulse buying tendency had higher happy andlower guilt. The consumers with low time pressure had higher happy and lower guilt thanthat of high time pressure. The consumers of accepting price stimulation had higher happyand lower guilt after impulse buying than that of not accepting the price promotion stimulation. At the same time compared to buying the low internal assessment productsthe consumers’ happy and guilt emotion of buying the high internal assessment products atdifferent time pressure would change smaller. Relative to the consumers with high socialcomparison orientation the consumers’ happy and guilt emotion with lowsocial comparison orientation at different time pressure would change smaller. Whilefurther study found that impulsive buying behavior affect the consumer’s post-impulsivebuying satisfaction through emotion responses which meaned the happier mood the highersatisfaction, the higher emotion of guilt the lower satisfaction and emotion responses had apartial mediating effect. At last the thesis introduced time variable and analyzed the trendof dynamic change of post-impulsive buying satisfaction with the change of time.Simultaneously using the natural assessment and social comparison theory the thesisdiscussed the dynamic satisfaction differences of the high/low internal assessmentproducts and social comparison orientation. The results showed that the post-impulsivebuying satisfactions presented the dynamic change tendency along with the time lapse.After the consideration of the product of high/low internal assessment although there wasno change in satisfaction of the overall dynamic change tendency, there had the differencethat the different attribute product affected by time degree. Namely the high internalassessment product had the smaller change scope under the influence of the time relativeto the low internal assessment product. In addition social comparison orientation and timeinterval length on post-impulsive buying satisfaction had interaction effect and the level ofdynamic satisfaction of consumers with different social comparison orientation hadsignificant difference. Specifically relative to the consumers with low social comparisonorientation the consumers with high social comparison orientation had been more obviousaffected by time during the dynamic change process.