| Abstract [eng] |
It can be seen that more and more researchers are studying impulsive buying. One of the factors for the above research is the growing impulsive buying by consumers. A study by “Slickdeals”, which was on 2020, found that the Covid – 19 pandemic increased consumer impulsive buying by 18 percent. (Naaem, 2020). Consumers said impulsive buying provides a sense of satisfaction during a pandemic and improves their mood. Nevertheless, marketers face more anticipated and post – purchase regret experienced by consumers, when consumers decide to make an impulsive buying (Saleh, 2012; Grigsby, Jewell ir Campbell, 2020). According to Mihic and Kursan (2010), impulsive buying as a consumer’s desire to meet their hedonistic needs is determined by many of the consumer’s internal emotional and external environmental factors. An analysis of the scientific literature has revealed that the direct link between impulsive buying and regret is widely explored (Liang, 2012; Saleh, 2012; Kacen and Lee, 2002; Lee and Kacen, 2008; Parboteeah, 2005; Grigsby, Jewell, & Campbell, 2020). However, researches suggests that different factors affect the relationship between impulsive buying and regret differently (Liang, 2012; Mihic and Kursan, 2010; Ling and Yazdanifard, 2015; Grigsby, Jewell, & Campbell, 2020). The effect of different situational factors on the relationship between impulsive buying and regret argues for the need to investigate the causal mechanisms of this relationship and the circumstances that change the relationship. Because the time perspective also directly affects the relationship between impulsive buying and regret (Blichfeldt et al., 2016; Manolis and Roberts, 2012; Kasser and Sheldon, 2019; Lim, Ling, and Yazdanifard, 2015; Badgaiyan and Verma, 2015; Al-Gahaifi and Svetlik, 2014; Tykocinski and Pittman, 2010), it is hypothesized that the time perspective may explain the relationship between impulsive buying and regret. Studies show that hyperopia, as a waiver of consumer hedonistic needs to achieve long-term goals, also has a direct impact on the relationship between impulsive buying and regret (Grigsby, Jewell, & Campbell, 2020; Kivetz and Keinan, 2002; Keinan and Kivetz, 2008; Mehta, Zhu and Meyers - Levy, 2014). Still, studies that examine the relationship between impulsive buying and regret are done with the individual factors mentioned above. Based on the insights of scholars, all the factors identified are closely related to impulsive buying, so it is relevant to explore the links between time perspective, hyperopia, impulsive buying, and regret. The object of research - the links between impulsive buying, regret, time perspective and hyperopia. The aim of the study - theoretically substantiate and empirically test the relationship between impulsive buying and regret by assessing the effects of time perspective and hyperopia. To achieve the goal of the research, the following tasks are formulated: 1. To argue the relationship between the impulsive purchase and regret, considering the role of time perspective and hyperopia, the significance and issues of research. 2. To conceptualize the phenomenon of impulsive buying. 3. To substantiate the conceptual essence of regret. 4. To present the concept of time perspective. 5. To present the concept of hyperopia in the context of consumer behavior. 6. To argue the conceptual model of the relationship between time perspective and the hyperopia effect between impulsive buying and regret. 7. To develop a methodology for the study of the relationship between time perspective and hyperopia between impulsive buying and regret. 8. Empirically examine the effect of time perspective and hyperopia on the relationship between impulsive buying and regret. 9. To present the practical implications of the time perspective and the hyperopia effect on the relationship between the results of the impulsive purchase and regret research and the directions of further research. Main results of the project. Empirical research has revealed that, the higher the level of hyperopia, the greater the pre-purchase regret and the greater the likelihood of impulsive buying. Also, the higher the level of hyperopia, the greater the post-purchase regret after an impulsive purchase. Also, the negative hedonistic time perspective of the past, future, and present increases pre-purchase regret and has a positive effect on impulsive buying. As the consumer perceives the time perspective as a plausible fatalistic connection between the past and the present, the connection between impulsive buying and post-purchase regret will be moderated, so that post-shopping regret will increase as impulsive buying increase. |
