Empirical Research On The Impact Of Anticipated Regret On Impulse Buying Behavior On Internet

Impulse buying is a universal phenomenon, a ubiquitous consumer lifestyles and unique aspects. Previous studies focused on impulse buying on the difinition, influencing infactors and formation mmechaism, less respect from regret to study impulsive buying behavior. Today, the rapaid development of information technology has greatly changed the way of consumers’behavior. Studies have proved that impulse buying behavior also occurs in online shopping, and even more likely to occur.Research scholars began to shift impulse buying e-commerce environment. The variables regret as a pre-purchase online impulse behavior almos is not studied. In this paper, after recarding impulsive buying and regret theory, the study focuse on the impact of anticipated regret on online impulse buying.In this study, by literature research, scenario questionnaire and empirical research, this paper studys the impact of anticipated regret on online impulse buying. Factors for impulse buying online external stimuli and impulsivity trait. On the selection of external stimuli choice of three: price promotions, graphic display and online comment. So content of this paper is divided into two parts: The first part is expected that anticipated regret can directly influence onlice impulse buying; The second part is expected that external stimili (price promotion, graphic display and online comment) and impulsivity trait have a significant impact on online imulse buying,and anticipated regret plays the role of mediator.