Future Research

The research focused on the relationship between reason provided and satisfaction, and related factors which may influence the relationship. However, besides mood before purchase and tendency to regret, more factors, such as product attributes, involvement, sources of reason provided, purchase channels or personal characteristics, might be essential for investigating the relationship. Future research could use clerks, friends, and family as the sources of reason provided, or examine the shopping values of consumers to study if there are going to be any change on the effect of reason provided. Tendency to regret will influence consumer satisfaction;

therefore, the factor can be further conducted to understand the association with brand loyalty and post-purchase behaviors. Furthermore, many relative issues surrounding online shopping,

convenience, information access, and security are found to be important to maximize

communication effectiveness toward online consumers (Warden, Wu, & Tsai, 2006). Future investigation could be conducted to research the influences of these relative issues on the persuasion effectiveness after impulse buying.

In the end, there were few studies about the consequences of impulse buying. Trying to reduce dissonance was one of the important phenomena after impulse buying behaviors happened.

This paper recommends that there are still many consequences of impulse buying behaviors worthy of discussion, including brand loyalty, intention to repurchase and word-of-mouth.

Further research may be needed to figure out the entire process of impulse buying behavior, to make the issue discussion more comprehensive and integrated.

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APPENDICES 1 QUESTIONNAIRE

第一部份: Mood Manipulation (Appendices 2) 圖片