Hedonic shopping motivation often results in impulse buying, and the outcome or the process of impulse buying may results in post-purchase regret and consequently coping to deal with the regret. However, is it possible that when a consumer engages in hedonic shopping motivation, s/he has “prepared” to face the consequence to consider coping, even before impulse buying? Using structural equation modeling (SEM), a total of 310 valid questionnaires were collected to test the initial model of hedonic shopping motivation towards
impulse buying, with direct path toward coping, and indirect path mediated by post-purchase regret. Based on the Modification Index, additional path from hedonic shopping motivation toward coping was added and re-analyzed, resulting in better fit. All research hypotheses were supported.
International Journal of Information and Management Sciences 27 (4), pp.329-338