Fast Fashion: The Impact of Impulse Purchasing on Shoppers’ Post-purchase Emotion (Regret), Re-patronage Intention, and Switching Intention
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Background: Impulse buying is a behaviour that is of interest to many marketers. Many retailers in the fast-fashion industry thrive on impulse buying to maximize sales. Consequently, various strategies have been developed to persuade customers to make impulse purchases. However, impulse buying can result in post-purchase regret which could, subsequently, influence purchase intentions, re-patronage, and switching intentions. This research investigates the mediating effect of post-purchase regret, and the moderating effect of the amount spent on purchase intentions, re-patronage, and switching intentions. Purpose: This research aims to fulfill three objectives: First, it aims to investigate the effect of pure and planned impulse buying on future purchase intentions. Second, it seeks to find out whether the amount spent on an impulse purchase moderates purchase intentions, re-patronage, and switching intentions, and third, to determine the mediating effect of post-purchase regret on purchase intentions, re-patronage, and switching intentions. Methodology: The study employed a between-subjects experimental research design to collect and analyze data. Amazon Mechanical Turk was used to administer the experimental scenarios and questionnaire. The study sample comprised 231 female shoppers in the United States. Statistical Package for the Social Sciences (SPSS) software was used for analysis, and Hayes, t tests and ANOVA techniques were utilized in the analysis. Outcomes: In measuring the mediation effect of regret, the findings indicate a non-significant effect on purchase intentions, re-patronage, and switching intentions. In measuring the moderating effect of amount spent, the findings show no significant effect on purchase intentions, re-patronage, and switching intentions.