THE ROLE OF EMOTIONS IN THE INTERACTION BETWEEN IMPULSIVE BUYING, REGRET AND RETURN BEHAVIOR IN ONLINE SHOPPING

Authors : Ömer Akkaya

Pages : 710-737

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Publication Date : 2025-09-29

Article Type : Research Paper

Abstract :This study aims to examine the relationships among emotional responses (arousal and pleasure), impulsive buying, regret, and return behavior in consumers\\\' online product purchase processes. Through an integrated model, the research explores how emotional responses influence impulsive buying and how impulsive buying, in turn, affects regret and return-related behaviors. Using surveys, the data were collected online using a convenience sampling method with a total of 511 participants. The data were analyzed using the AMOS software. The results show that arousal significantly influences impulsive buying and pleasure, whereas no relationship was found between pleasure and impulsive buying. Furthermore, while impulsive buying leads to regret, it does not directly lead to return behavior. Regret does not significantly affect return attitude but does influence perceived return benefit. A serial mediating role of regret and perceived return benefit was found between impulsive buying and return attitude. These findings suggest that the cognitive discomfort resulting from impulsive purchases does not always lead to returns and regret only partially translates into return behavior. This research deepens the knowledge on consumer psychology by integrating both pre- and post-purchase consumer psychology into a single model, capturing both positive and negative emotional and cognitive responses. It also provides practical insights for businesses by highlighting motivational factors behind impulsive buying and offering strategies to optimize customer satisfaction in the post-purchase phase.
Keywords : Duygusal tepkiler, dürtüsel satın alma, pişmanlık, iade davranışı

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