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ISSN : 1229-8778
The purpose of the study is to focus on how regulatory focus, self-regulation, and affect on impulsive buying intention. The results show that the logistic regression model revealed simple effect of self-regulation. Also, the significant three-way interaction effect among regulatory focus, self-regulation, and affect was observed. The participants in positive affect condition who have high self-regulation had low buying intention regardless of regulatory focus. However, the group of low self-regulation with promotion focus showed higher buying intention than prevention focus did. On the other hand, the participants in negative affect condition who have low self-regulation showed high buying intention regardless of regulatory focus. Also, it is found that group of low self-regulation with prevention focus showed significantly high buying intention when they were in a negative affect.
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