Impact of Impulsive Buying Behavior

on Post-Impulsive Buying
Satisfaction

(Li, 2015)

Matt Horan
BUS 307
Introduction to Marketing Research
Professor Watley
April 3, 2015

Purpose of this Study

Find out how many people will be likely to impulse buy
To investigate how consumers satisfaction is after they make
impulsive buying decisions
Find out the degree to which certain factors (mood, mixed
emotion response, and product type) affect the level of
consumer satisfaction with their impulse buys

(Li, 2015)

Problem being Researched

What are causes of satisfaction/dissatisfaction
after impulse buying and what does this mean for
marketers?

(Li, 2015)

Research Hypotheses
Hypothesis 1-1: Impulse buying will produce higher levels of
happiness than nonimpulse buying will
Hypothesis 1-2: Impulse buying will result in a stronger feeling
of guilt than nonimpulse buying will
Hypothesis 2-1: A stronger feeling of happiness that is triggered
by the consumers impulse buying will result in higher
postimpulsive buying satisfaction

(Li, 2015)

Research Hypotheses
Hypothesis 2-2: A stronger feeling of guilt that is triggered by
the consumers impulse buying will lead to lower postimpulsive
buying satisfaction
Hypothesis 3-1: Relative to low internal evaluation products,
there will be less change in the happy mood triggered by
purchasing high internal evaluation products
Hypothesis 3-2: Relative to low internal evaluation products,
there will be less change in the guilty mood triggered by
purchasing high internal evaluation products
(Li, 2015)

Sample Participants
250 college students at Hubei
University of Economics in
China
Male and female students
sampled
Ages ranged from just under 18
to just over 24 years old (the
typical age range you would
expect to find on a college
campus)
(Li, 2015)

Research Methodology
Participants read about a scenario where a shopping scene was
described
They were given information regarding high and low internal
evaluation products and promotion information
The students decided whether or not impulse buying would occur
and then they selected emotion response to that decision
Post-purchase satisfaction was evaluated as well

(Li, 2015)

Research Design
Quantitative
1 to 7 Likert scale was used in the survey questions-1 being
strongly disagree and 7 being strongly agree
This helped to establish which respondents leaned toward impulse
buying and their satisfaction with those decisions

(Li, 2015)

Data Collection Methods

Bulletin advertisements were placed on campus to get respondents

Respondents filled out a survey questionnaire
Data on impulse buying behavior and satisfaction was gathered
Personal information (demographics) were gathered as well

(Li, 2015)

Data Analysis
Independent samples t tests
Two-way analyses of variance (ANOVA)
Linear regression

(Li, 2015)

Results
126 students showed impulsive behavior while 117 did not
Impulse buying brought a higher level of happiness than nonoccuring impulse
buying
Also, impulse buying brought a higher level of guilt than those who did not
impulse buy
Emotion changes caused by low internal evaluation products was much higher
than that of the emotion change caused by high internal evaluation product
Guilt changes caused by low internal evaluation products were much higher than
the guilt changes caused by high internal evaluation products
Guilt had a significantly negative influence on postimpulsive buying satisfaction
Happiness had a mediating effect on impulsive buying behavior and postimpulsive
buying satisfaction
(Li, 2015)

Learning Outcomes
Marketers should consider consumers emotions when they impulse
buy, especially the negative emotions
These negative emotions affect postimpulsive buying satisfaction
the most
Marketers should use different marketing techniques for high and
low internal evaluation products
Over half of the students showed impulsive behavior, indicating
that impulsive behavior can occur in everyday life
(Li, 2015)

References
Li, Y. (2015). Impact of Impulsive Buying Behavior on PostImpulsive Buying Satisfaction. Social Behavior & Personality- an
International Journal: 43(2), 339-351. Ebsco Business
Source
Premier. Web. 2 Apr. 2015.