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--> Contact Us Sitemap Access 日本語 ENGLISH About RIEB Message Outline History Former Directors Organization Staff Accounts Internatinal Exchange Faculty Global Economy Unit Corporate Competitiveness Unit Corporate Information Unit Global Finance Unit Integrated Center for Corporate Archives Center for the Promotion of Regional Co-Creation Research Office of Promoting Research Collaboration Visiting and Adjunct Researcher Faculty Awards (in Japanese) Research Fellow Emeritus Professor Research Research Projects Publications Integrates Center for Corporate Archives Early Moden DataBase Seminars at RIEB Seminar Schedule All Seminars RIEB & Kanematsu Seminars Latin America Seminars Monetary Economics Seminar of Kobe University (in Japanese) Kanebo Seminar of Kobe University (in Japanese) Past Seminars Education & Society Symposia Social Contribution & Education Kanematsu Prize Sections Integrated Center for Corporate Archives Center for the Promotion of Regional Co-Creation Research United Nations Depository Library RIEB Library Computer Laboratory Local Page--> HOME Research Publications Discussion Paper Series（English） RIEB Discussion Paper Series No.2020-18 RIEB Discussion Paper Series No.2020-18 RIEB Discussion Paper Series No.2020-18 Title Unplanned Purchase of New Products Abstract Manufacturers are eager to recoup the investment on developing new products by promoting the unplanned first (trial) purchase on the consumer's first sight and by encouraging the succeeding repurchases because they had put in large amount of resources for developing new product. However, studies are yet to investigate the relationship between unplanned purchases and the succeeding repurchase for new product because data on this, including consumers' extensive purchase history and a questionnaire on unplanned buying, are simultaneously unavailable. This study employed a novel "instant research" method to obtain both the purchase history and a questionnaire on impulse buying. Regulatory focus theory, which has recently received considerable attention in psychology and marketing, is helpful in predicting the result. Promotion-focus positively affects unplanned buying of new products as well as customer satisfaction, and leads to an increase in subsequent repeat purchases. The results are consistent with our expectations, indicating that if the first purchase of a new product is unplanned, the succeeding repeat purchases tend to increase compared to a planned trial purchase. We also found that this propensity is more prominent for customers who have higher loyalty to the same or similar category product. Keywords Unplanned purchase; New product; Regulatory focus theory Inquiries Ryo KATO Research Institute for Economics and Business Administration Kobe University Rokkodai-cho, Nada-ku, Kobe 657-8501 Japan Phone: +81-78-803-7036 FAX: +81-78-803-7059 Takahiro HOSHINO Department of Economics, Keio UniversityRIKEN Center for Advanced Intelligence Project Site Top About RIEB Faculty Research Seminars at RIEB Education & Society Sections Site Policy Sitemap Access Contact Information © Research Institute for Economics and Business Administration, Kobe University. All Rights Reserved. Contact Us Site Policy (in Japanese) Sitemap Access 日本語 ENGLISH