Examining the Relationship between Impulse Purchase Tendency and Post-Purchase Consumer Regret among Chinese Consumers through Questionnaire-Based Analysis

Guanwu Liu

doi:10.62177/amit.v2i5.1662

Authors

Guanwu Liu Shanghai Zeolym High School

DOI:

https://doi.org/10.62177/amit.v2i5.1662

Keywords:

Impulse Purchase Tendency, PostPurchase Consumer Regret, Chinese Consumers, QuestionnaireBased Analysis, Consumer Behavior

Abstract

Impulse purchase and post-purchase consumer regret are always the cores of research analysis on consumers’ behaviours and emotions. This study discusses stimuli that trigger impulse purchase and post-purchase consumer regret based on conceptual theories of fear of missing out (FOMO), heuristic bias, dual process, and decision justification in psychology and management. Impulse purchase factors can differ into lack of planning, cognition, and hedonism, and post-purchase consumer regret is due to four aspects: over-consideration, under-consideration, a change in significance, and foregone alternatives. Furthermore, quantitative data is collected through a questionnaire and analysed for investigation among different groups of samples. By data processing, this study finds the relationship between impulse purchase tendency and post-purchase consumer regret and the impacts of demographic factors (gender, age group, average monthly consumption level, and education level) on both subjects among Chinese consumers.

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