Attention on impulsive buying behavior has been increased from both researchers and marketers, as the negative consumption experience resulting from this unplanned buying could harm the business severely in terms of brand building, reputation as well as a loss of customer. By reviewing previous literatures, we have identified that there is still little research about the post-consumer behavior of impulse purchases, namely on consumers’ regret triggered from what they have bought impulsively. The purpose of this study is to discover the triggers of buyer regret from impulse purchase, which is presented by the research question “What are the triggers of buyer regret from impulse purchases?” By conducting a quantitative research, we proposed a conceptual model of impulse purchase regret that consists of six hypotheses. The technical tool that we used to test the conceptual model is a SPSS extension called AMOS, whereas the analysis method uses the application of structural equation modeling. We collected our primary data (187 viable responses) via a questionnaire through convenience sampling. By testing all the data with AMOS, we received the following result: 5 hypotheses are accepted and 1 hypothesis is rejected. This result indicates that upwards counterfactual thinking (CFT) on forgone alternatives, a change in significance, and under consideration are positively related to impulse purchase regret; external stimuli and consumer susceptibility to interpersonal influence (CSII) have indirect influence on impulse purchase regret. By applying our theoretical background to analyze the result, we suggest that consumer’s rational buying thinking still plays an important role in post evaluation stage of impulse purchase, even though it disrupts the rational buying process in the beginning. Lastly, we believe that several parties could benefit from our research, they are marketing, academia as well as consumers.

From Taiwanese movie viewers¡¦ perspectives and in the three periods, including before the movie, during the movie, and after the movie, this study aims to understand reasons why they watch movies, their habits of going to the cinema, and responses after the movie. By doing so, this study is in the hope of depicting current Taiwanese movie viewers¡¦ characteristics. This study chooses the survey method as methodology, and questionnaires are distributed to movie viewers in Taipei and Kaohsiung and to internet users on movie discussion forums. The research funding as follows: First of all, the research finds that it is important for the movie viewers to learn movie information via television and internet and that they do proactively search for movie information. Secondly, Taiwanese movie viewers¡¦ motivation for watching movies is to relax and to be entertained, and they go to the movie theater because they want to watch ¡§movies¡¨, not ¡§watch¡¨ movies. Thirdly, the most significant element of a movie for Taiwanese movie viewers is its story, and the trailer is the most important marketing. About spectators¡¦ behavior, Taiwanese movie viewers watch movies in the afternoon and at night during the weekend most. The frequency of going to the cinema does not show seasonal variations. On the average, each year they watch Taiwan movies 1.61 times and foreign movies 7.38 times. In addition, friends and classmates are their most important reference group. The quality of movie theater equipment will affect these viewers¡¦ desire for movies. They take public transportation or motorcycles to the movie theater most, and it usually takes 16-30 minutes. For Taiwan cinema, audiences in Taiwan have the highest satisfaction in entertainment and appreciation and creation. Audiences in Taiwan admit that tax deduction could be an incentive to watch Taiwan movies. Besides, moviegoers watch quite a few of Taiwan and non-Taiwan movies. Also, they have higher acceptance of various types of movies. It differs little in past and current researches. They will vent negative emotions through the internet and talk to friends and family. Due to the prosperity of internet nowadays, information about movies via portal sites is easily accessible to audiences. Movie viewers would have a better understanding of the movie and be more involved during the movie. The relaxation function of the movie is emphasized and moviegoers regard watching movies as one important leisure activity.

Returer är ett problem i den växande e-handelskonsumtionen av mode och shopping online har gjort det mycket lättare för konsumenter att konsumera. Ändå glöms returprocessen ofta bort på grund av bekvämligheten som är online shopping. Modejättarna som tidigare erbjöd liberala returpolicyer för e-handelsköp börjar nu skärpa sina returpolicyer. Denna studie undersöker hur strikta returpolicyer påverkar konsumenternas köpvilja. Genom att analysera data från en enkätundersökning och testa sambandet mellan variabler visar resultaten att konsumenter på kort sikt är mindre benägna att köpa från företag med strikta returpolicyer. Dessutom påverkar strikta returpolicyer konsumentens köpvilja negativt då det ökar konsumentens risktagande, ansvarstagande och osäkerheter. Dessa resultat visar vikten av att ha en mild och flexibel returpolicy. E-handelsföretag föreslås ändra sin strikta returpolicy för att få lojala och nöjda kunder samt ökad försäljning / Returns are a problem in the growing e-commerce consumption of fashion and shopping online has made it a lot easier for consumers to consume. Yet, the return process is often forgotten in the convenience that is online shopping. The fashion giants that previously offered liberal return policies on e-commerce purchases are now starting to tighten their return policies. This study investigates how strict return policies affect consumers' willingness to buy. By analyzing data from a survey and testing the correlation between bivariate the results show that consumers are less likely to buy from companies with strict return policies. In addition, strict return policies negatively affect the consumer's willingness to buy as it increases the consumer's risk-taking, responsibility-taking and uncertainties. These results show the importance of having a lenient and flexible return policy. E-commerce companies are suggested to change their strict return policy to gain loyal and content customers as well as increased sales.