Earlier researchers have observed that an individual consumer's mood plays a significant role in increasing the impulsiveness, which leads to impulsive buying. The literature on shoppers' motivational traits has profoundly acknowledged the impact of these traits and mood regulation constructs on individual shopping values. The present study is a pioneer attempt proposing a comprehensive model, which incorporates three main antecedents (motivation, mood and value) of buying behaviour that influence the consumer purchasing decision. The paper empirically explores the liaison between the regulatory focus (promotion-focused and prevention-focused motivations), mood regulation (mood monitoring, mood clarity and mood repair), shopping values (hedonic and utilitarian), and impulsive buying behaviour. The outcomes suggest that two regulatory focus motives influence mood clarity. Mood repairing and mood monitoring impact hedonic shopping values, which has a substantial impact on consumers' impulsive buying tendency. The paper closes with theoretical and practical inferences, limitations, and discussion on the potential scope for future research.

早期的研究人员观察到，个人消费者的情绪在增加冲动感方面起着重要作用，从而导致冲动购买。关于购物者动机特征的文献已经深刻地认识到这些特征和情绪调节结构对个人购物价值的影响。本研究是提出综合模型的开创性尝试，该模型综合了影响消费者购买决策的三个主要购买行为（动机，情绪和价值）。本文从经验上探讨了监管重点（以促销为重点和预防为重点的动机），情绪调节（情绪监测，情绪清晰和情绪修复），购物价值（享乐主义和功利主义）和冲动性购买行为之间的联系。结果表明，有两个监管重点动机会影响情绪的清晰度。情绪修复和情绪监控会影响享乐主义的购物价值，这对消费者的冲动性购买倾向具有重大影响。本文以理论和实践上的推论，局限性以及对未来研究的潜在范围的讨论作为结尾。