Impacts of consumers’ beliefs, desires and emotions on their impulse buying behavior: application of an integrated model of belief-desire theory of emotion

This study investigates consumers’ perceptions (site trust and normative evaluation) and consumers’ desires (hedonic and utilitarian desires) in their impulse buying behaviors in relation to restaurant daily deals. A conceptual model was created based on the Belief-Desire of Emotion model. Five hundred usable survey responses were collected from those who had used restaurant daily deals. Data analysis was conducted using confirmatory factor analysis and structural equation modeling. This study finds that hedonic and utilitarian desires have significant effects on consumers’ positive emotion, which in turn, influences consumers’ impulse buying behavior. Both urge-to-buy and browsing behavior were strongly affected by positive emotion. Furthermore, the results show that the urge-to-buy had a significant and strong influence on impulse buying. These findings provide a practical understanding of the wide range of non-cognitive emotional processes of consumers in their impulse buying behavior by assessing the influence of each factor in restaurant daily deals.