消費者行為模式，一直是眾多學者研究的方向。衝動性購買更是消費者行為與行銷活動的主要焦點。由於衝動性購買行為在一般消費者的日常生活中非常普遍且自然發生，也因此引發學術與實務的高度重視。衝動性購買的相關研究發展迄今已有近三十年，但令人驚訝的是這些研究甚少探討衝動性購買行為的整個過程，這個研究主要的目的在於提出一個衝動性購買的前因（antecedents）與後果（consequences）的模型，以解釋人們發生衝動性購買的脈絡過程。 　　本研究是以Beatty & Ferrell的研究架構為基礎，建立一「消費者行為中衝動性購買的前因與後果」之完整模型。其中衝動性購買的前因部分包括三個主要的變數：刺激變數（一般性折扣、限量購買、限時購買及突發性折扣促銷）、情境變數（時間及金錢）及個人變數（衝動性購買傾向）。這些前因將透過購買情緒影響衝動性購買。至於衝動性購買後的狀況，將引用後悔理論來加以說明。本研究採實驗室實驗法，樣本數共330人，並被隨機分派於各實驗情境中。分析結果支持本研究所提出之衝動性購買的前因與後果模型。

Impulse buying a pervasive aspect of consumer’s behaviors and a focal point for considerable marketing activity. Although fraught with difficulties, this topic has generated considerable research interest for over thirty. However it is surprising how little we really know about the process of impulse buying and the variables affecting its enactment. 　　The objective of our paper is to build fully model a set of three stimulating, situational and individual variables. We focus on a set of antecedents, including three stimulating variables (limited time buying, limited buying, routine discounting and nonroutine discounting), two situational variables (time available and money available) and individual difference variable (impulse buying tendency). And we suppose that these antecedents in impulse buying model influence impulse purchase occurred through buying mood variable. Finally, we use the Regret Theory to see results. 　　The result supports most of the predictions. The model of the precursors of impulse buying including stimulating variables, situational variables and individual difference variable cause impulse purchase occurred, and as far as we predict that its precursors achievement is through buying moods variable. As to the consequences of impulse buying, the result shows that there is a positive relationship between impulse buying and regret tendency, and there is a negative relationship between regret tendency and repeat purchasing behavior.