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An investigation of precursors of online impulse buying and its effects on purchase regret: role of consumer innovation

Muhammad Arslan Sarwar (Faculty of Management and Administrative Sciences, University of Gujrat, Gujrat, Pakistan)
Jawaria Nasir (Faculty of Business and Management, University Sultan Zainal Abidin, Terengganu, Malaysia)
Binesh Sarwar (Department of Management Sciences, COMSATS University Islamabad, Sahiwal, Pakistan)
Muzzammil Hussain (Department of Commerce, University of Gujrat, Gujrat, Pakistan, and)
Ali Abbas (School of Management, Xiamen University, Xiamen, China)

International Journal of Innovation Science

ISSN: 1757-2223

Article publication date: 18 July 2023

Issue publication date: 12 November 2024

1520

Abstract

Purpose

Impulsive buyers are a dream segment for retailers and marketers. Stimulants in the retail environment and cognitive aspects evoke a sudden urge the acquisition of products spontaneously. This paper aims to examine key cognitive aspects of impulsive buying behaviour and purchase regret in an online context.

Design/methodology/approach

An online survey was conducted to collect the data of 317 online consumers with the help of a convenience sampling technique. The structural equation modelling technique was carried out to establish the validity and reliability of measures and examine the proposed relational paths.

Findings

The study results suggest that cognitive aspects recede impulsive buying, resulting in purchase regret. The empirical findings on the impulsive buying behaviour and purchase regret to yield several important implications, including developing marketing strategies and policies to evoke the intentions for impulsive buying behaviour, consumer innovation and balancing the feelings of regret.

Practical implications

The study also provides some significant contributions to the literature on online impulse buying and its related paradigms.

Originality/value

This study mainly attempted to determine the precursors of online impulse buying and purchase regret from the perspective of hedonic and experiential consumption motivation and consumer innovation. Getting reflections from cognitive dissonance theory and the post purchase evaluation, a theoretical model was developed and empirically tested for impulsive online buyers.

Keywords

Citation

Sarwar, M.A., Nasir, J., Sarwar, B., Hussain, M. and Abbas, A. (2024), "An investigation of precursors of online impulse buying and its effects on purchase regret: role of consumer innovation", International Journal of Innovation Science, Vol. 16 No. 5, pp. 877-894. https://doi.org/10.1108/IJIS-12-2022-0244

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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