Impacts of consumers’ beliefs, desires and emotions on their impulse buying behavior: application of an integrated model of belief-desire theory of emotion

ABSTRACT

This study investigates consumers’ perceptions (site trust and normative evaluation) and consumers’ desires (hedonic and utilitarian desires) in their impulse buying behaviors in relation to restaurant daily deals. A conceptual model was created based on the Belief-Desire of Emotion model. Five hundred usable survey responses were collected from those who had used restaurant daily deals. Data analysis was conducted using confirmatory factor analysis and structural equation modeling. This study finds that hedonic and utilitarian desires have significant effects on consumers’ positive emotion, which in turn, influences consumers’ impulse buying behavior. Both urge-to-buy and browsing behavior were strongly affected by positive emotion. Furthermore, the results show that the urge-to-buy had a significant and strong influence on impulse buying. These findings provide a practical understanding of the wide range of non-cognitive emotional processes of consumers in their impulse buying behavior by assessing the influence of each factor in restaurant daily deals.

摘要

本研究探讨消费者对餐厅日常交易之冲动性购买行为之知觉（网站信任与规范性评估）与欲望（享乐与功利欲望）. 基于情感模型的信念-欲望，建立了一个概念模型. 从那些使用过餐馆日常交易的人那里收集了500份有用的调查回复. 数据分析采用验证性因素分析和结构方程模型. 研究发现，享乐欲望和功利欲望对消费者的积极情绪有显著影响，进而影响消费者的冲动性购买行为. 购买冲动和浏览行为都受到积极情绪的强烈影响. 此外，研究结果显示，购买冲动对冲动性购买有显著且强烈的影响. 这些发现通过评估餐厅日常交易中各个因素的影响，提供了对消费者冲动购买行为中广泛的非认知情感过程的实际理解.

KEYWORDS:

• Impulse buying
• belief-desire theory of emotion
• restaurant daily deal
• consumer behavior