The Impact Study Of Tourists’ Impulse Buying Regret Psychology On The Follow-up Behavioral Intention

With the rapid development of China’s market economy and the improving of the people’s living standard. As a service industry, tourism has become China’s huge market of potential and strong economic growth in the field of consumption. The proportion of tourist shopping in total tourism consumption is an important measure of tourism consumption level. Tourists’ shopping decisions and subsequent behaviors has already drawn more and more attention. To maximize the tourists’ needs is the basic goal and power of tourism development.However, in the process of tourism development, the appearance of tourism regret will obviously affect the maximization of tourists needs, in turn, it will affect tourists follow-up behavior intention and the next choosing intention. Usually, this will guide the tourists to make contrary decisions, it is difficult for the tourists to choose the destination which they already have regret on again. From the perspective of tourists, this study to understand and explore the follow-up behavior intentions of tourists impulse buying regret psychological. This study will enrich the theory of consumer behavior and tourism related studies, help the tourism businesses to better grasp the consumer consumption tendency and target to product design and promotion, stimulate consumption further, and promote the sustainable development of tourism.Data collected for this research was analyzed by SPSS17.0statistical software. Using descriptive statistics, reliability and validity analysis, correlation analysis, factor analysis, independent sample T-test, single factor analysis of variance, and structural equation analysis and other mathematical statistical methods, and concluded that decision-making and psychological factors affects the subsequent four dimensions of behavioral intention; information asymmetry factor affects the subsequent behavioral intention of four dimensions; purchasing experience with products expected difference factors has a positive influence on the complaint of the management department and learning from the experience and adjust the mood; purchasing experience with products expected difference factors has no direct impact on adopting aggressive behavior and negative emotion and negative oral diffusing. Finally, I put forward the corresponding management technics according to the results of the study, analyze the limitations of this study, and come up with the outlook for further research.