Main Article Content
I investigated how impulsive buying behavior affects postimpulsive buying satisfaction through the mediator of mixed emotion response and the moderator product type. I collected data using the survey method and used independent samples t tests, two-way analyses of variance, and linear regression to analyze the 243 valid questionnaires. The results showed that impulsive buying behavior has a direct effect on mixed emotion response and affects the consumers’ postimpulsive buying satisfaction through mixed emotion response. Moreover, the product type has regulatory effects. Research limitations and implications for theory and management are discussed.