The Effect of Shopping Emotions and Perceived Risk on Impulsive Buying: The Moderating Role of Buying Impulsiveness Trait

Abstract

Using a sample of 163 consumers, the study provided evidence that

arousal and perceived risk had effects on impulsive buying behavior.

Perceived risk was negatively associated with impulsive buying behavior

but not significantly related to impulsive buying intention, whereas

pleasure, which was not related to actual behavior, was a predictor of

impulsive buying intention. On the other hand, the buying

impulsiveness trait was found to moderate the relationship between

pleasure and impulsive buying intention. This study is expected to

contribute to the body of knowledge by building a model that

incorporates affective, cognitive, and individual factors related to

impulsive buying.