Pre- and post-purchase stage in impulse buying: The role of mood and satisfaction |
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| Affiliation: | 1. Faculty of Business Administration, University of Macau, Taipa, Macau, China;2. School of Economics and Finance, Xi''an International Studies University, Xi''an, China;3. Maritime and Port Authority of Singapore, Singapore |
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| Abstract: | The objective of this study is to investigate the influence of impulse buying tendency and pre-purchase mood on impulse buying. The study further considers the effect of impulse buying on post-purchase mood. In this context, this research examines how pre-purchase mood affects post-purchase mood, with customer satisfaction as a mediating variable. The results reveal that consumer impulse buying tendency and pre-purchase mood encourage impulse buying positively. In addition, it is found that impulse buying has no influence on post-purchase mood. Moreover, satisfaction has a partial mediator role between pre-purchase mood and post-purchase mood. |
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| Keywords: | Mood Satisfaction Impulse buying tendency Marketing Impulse buying |
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