Buying impulsive trait: an effective moderator for shopping emotions and perceived risk

Abstract

The study provides a strong evidence of the relationship between buying traits, perceived risk, and buying emotions. It substantiate arousal and pleasure and dominance have significant relationship with impulsive buying behavior. Perceived risk was judged to have a negative relation with impulsive buying intention whereas it had no relation with Impulsive buying behavior. Arousal, which was active with buying intentions, and impulsive buying was seen insignificant with moderating regression results. Buying impulsive trait was found to be a significant moderator of pleasure, dominance, perceived risk and buying intention. The study is expected to contribute towards the body of knowledge by building a model that incorporates affective, cognitive, and individual factors related to impulsive buying.