Abstract
Online impulsive buying behavior has drawn an increasing amount of attention from researchers and marketers as well; however, little research has explored how cognitive aspect and emotional aspect effect online impulsive buying together. The study examines the role of product involvement (cognitive aspect) and anticipated regret (emotional aspect) on the online impulsive buying behavior of the consumer. The results indicate that consumers who experienced downward anticipated regret showed more online impulsive buying behavior than those who experienced upward anticipated regret. Moreover, anticipated regret moderates the relationship between product involvement and online impulsive buying behavior, for participants who experienced downward anticipated regret showing more online impulsive buying behavior than those who experienced upward anticipated regret in the low product involvement group, but there is no differential between downward and upward anticipated regret in the high involvement product group. These findings suggest that anticipated regret helps consumers make more deliberative online shopping choices. The implications for both future research and online consumers are discussed.
Highlights
People today enjoy convenient services provided by shopping websites
Consumers under low product involvement are more susceptible to marketing stimuli and are more likely to engage in online impulsive buying behavior
The analysis revealed that the main effect of product involvement on online impulsive buying behavior was significant, and participants with low product involvement (M = 2.98) showed more online impulsive buying behavior than participants with high product involvement (M = 2.65), F(1, 163) = 4.64, p < 0.05, η2 = 0.03
Summary
People today enjoy convenient services provided by shopping websites. Reports from Internet Retailer (2019) indicated that Alibaba and Amazon jointly created a huge sales volume of $1.13 billion in 2018. Product involvement is a cognitive factor that affects the decision-making behavior of consumers. Consumers under low product involvement are more susceptible to marketing stimuli and are more likely to engage in online impulsive buying behavior. Anticipated regret relates to the cognitive process of online impulsive buying behavior. Anticipated regret assumes emotionally driven function and conveys information to consumers and affects their cognitive style This is not rejected by product involvement. In the formation process of online impulsive buying behavior, anticipated regret can directly drive emotions, and it can act on the cognitive process to adjust the relationship between product involvement and online impulsive buying behavior. The direction of anticipated regret moderates the relationship between product involvement and online impulsive buying behavior
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