The Impact Of Anticipated Regret On Impulsive Purchase Of Tourists Under Different Time Pressure

With the growth of national income and the improvement of the quality of life, tourism as a kind of consumption mode, has become an indispensable consumer demand step by step. In recent years, with Chinese tourism market sustainable development, outbound tourism and tourist inbound tourism consumption demand has been showing a rapid growth trend. Tourist consumer behavior is different from the daily shopping behavior. Although online shopping and logistics developed so rapidly in the modern society, tourists’ purchasing power is still very strong. So, why does the tourist have strong consumer impulse in the environment of different places? What is the psychological activity of tourists before the impulsive buying?This paper adjusts the regulatory focus theory as the breakthrough point, and analyzes psychological activities of different regulatory focus tourists before their compulsive shopping, and explores the changes of expected regret psychological and impulsive purchase tendency of tourists under the consumption situation with time pressure. Firstly, this study reviewed the literatures of related theory of the research, and then proposed the hypothesized relationships of the regulatory focus, anticipated regret, time pressure, impulse buying of individuals. We believe that different regulatory focus tourists will have different directions of anticipated regret; promote focus tourists produce easier downward anticipated regret comparing with prevention focus tourists. Moreover, with different directions of anticipated regret of individuals, the tendency of tourists’ impulse buying products or services is different; compared with tourism consumers with upward anticipated regret, tourists with downward anticipated regret tend to be higher impulse buying. Considering the tourist places and temporary characteristics and expectations on the philosophy of internal and external analysis, this paper introduces time pressures as the moderator to further explore the relations between anticipated regret and impulse buying tendencies of tourists with different regulatory focus under different time pressure. Under tourist shopping context with time pressure, different regulation directed tourists will increase the tendency to produce downward anticipated regret; and compared with tourism shopping situation without time pressure, under the purchasing situation with time pressure impulse buying tendency of tourists will be enhanced.We use empirical research methods and SPSS20.0 to analyze the hypothesis of this research, collecting research data through analog questionnaire. Studying the combined effects of regulatory focus and the direction of anticipated regret and time pressure on the tourists impulse buying tendencies, both contribute to enterprises of tourism products and services understanding tourists’ psychological mechanism clearer and perfect planning or marketing services, and can make tourists clearly cognitive psychological activities in their tourism shopping, treating with caution about verbal persuasion of travel product sales personnel, and guide consumption behavior better.