The post-purchase communication strategies for supporting online impulse buying
作者：
Highlights：
• We examine the effect of post-purchase arguments on e-satisfaction for impulse buying.
• A 2 × 2 experimental design was used to examine consumer e-satisfaction.
• Argument strength has a moderating effect on number of argument/satisfaction relation.
• Strong arguments have a greater impact on this relation.
• Such an impact is less for low tendency-to-regret consumers.
摘要
•We examine the effect of post-purchase arguments on e-satisfaction for impulse buying.•A 2 × 2 experimental design was used to examine consumer e-satisfaction.•Argument strength has a moderating effect on number of argument/satisfaction relation.•Strong arguments have a greater impact on this relation.•Such an impact is less for low tendency-to-regret consumers.
论文关键词：Post-purchase arguments,Tendency-to-regret,Persuasion,Cognitive dissonance,Impulse buying
论文评审过程：Available online 6 September 2014.
论文官网地址：https://doi.org/10.1016/j.chb.2014.05.035
