The Relationship Between Impulse Buying, Negative Evaluations and Customer Loyalty
Impulse buying (IB) is a very common phenomenon. Retailers have used various means to promote customers IB. There may be negative evaluations such as disappointment and regret after customers have bought impulsively, negative evaluations may reduce customers loyalty to producer and retailer further, marketers and scholars did not pay enough attention to this. Combing situational method and free memory method, we firstly confirmed the more consumers impulsive buy, the more disappointed and regretful consumers feel; Secondly, we found disappointment negatively impacted loyalty to producer and retailer both, regret to time and place passively affected loyalty to retailer, regret to product negatively influenced loyalty to producer only. Thirdly, we introduced attribution theory firstly and confirmed that it played mediating role during the process of negative evaluations effect on loyalty. The conclusion has certain practical value for both manufacturer and retailer.
Impulse buying Post-purchasing evaluation Disappointment Regret Loyalty
ZHANG Yunlai WANG Fengjuan
Business School, Beijing Technology and Business University, Beijing, China, 100048
国际会议
2010 International Conference on Management Science and Engineering(2010年管理科学与工程国际学术研讨会)
成都
英文
131-139
2010-11-01（万方平台首次上网日期，不代表论文的发表时间）