現今的消費模式已呈現簡單化，便利的購物方式讓消費者在選擇產品的決策中更加的不加思索且迅速，因此造成衝動性購買行為，然而在衝動購買後常會因為某些狀況而產生不同的情緒，若該次的購物經驗不如預期時，則會產生負面情緒，例如：挫折、憤怒或後悔等感受，即為購後後悔。當消費者在消費過後，有時會綜合個人心理上的不愉快、焦慮、不確定性以及懷疑，此為購後認知失調，是當消費者在做決策時越難制定、越重要、不可反悔或者消費者本身較容易產生焦慮時，則越容易導致購後認知失調。有許多學者提出衝動性購買是影響購後後悔的顯著因素，卻缺乏文獻關注兩者之間的中介變數，因此本文回顧文獻，針對衝動性購買、購後認知失調與購後後悔建立三個變數之因果關係。本研究不侷限於某特定產業為主要抽樣對象，並以迴歸分析進行研究假說之實證。
Consumption patterns have been simplified recently and the convenient of consump-tion patterns makes consumers in purchasing and decision faster without thinking and fast but it also causes the impulse buying behavior. However, people would have dif-ferent emotion for certain situation whenever after the impulse buying behavior. Peo-ple would have negative emotions when the experience was not match up with the ex-pectation. For instance, frustration, anger or regret etc... It was known as purchase re-gret. When the consumer had the purchase regret, combining the unpleasant, anxiety, uncertainty, and doubt of individual psychology was called purchase cognitive disso-nance. Purchase cognitive dissonance is that when consumers make decisions more difficult to develop, and more important, regrettable or the consumers themselves are prone to anxiety is the more easily to have purchase cognitive dissonance.
Many scholars have suggested that impulse purchase is the significant factors that influencing the regret purchase. However, there are limited literatures of intervening variables between impulse purchase and regret purchase. Thus, this research estab-lished the cause-effect relation of impulse purchase, purchase cognitive dissonance and regret purchase after the literature review.
