人們具有採取行動以抒發負面情緒的本能，當消費者在購買當下感受到越激烈的負面情緒越容易採取衝動性購買行為以減輕負面情緒。根據情緒激發程度的不同，選擇高激發的生氣情緒與低激發的難過情緒作為研究主軸。研究一首先檢驗兩種負面情緒比中立情緒有更高的購買衝動與衝動性購買行為，再對生氣與難過情緒進行購買衝動與衝動性購買行為的比較。另外，將負面情緒與促銷手法進行交互作用，驗證加入促銷後是否能正向激起更多的購買衝動與衝動性購買行為。研究二中加入親和性特質，探討與生氣情緒、購買衝動、衝動性購買行為，四者間的關係。

研究一結果顯示，生氣情緒對購買衝動的影響顯著大於難過情緒與中立情緒，但難過情緒卻只有些微的高於中立情緒，並無產生顯著。在衝動性購買行為方面，三種情緒同樣不存在顯著差異。負面情緒與促銷之交互作用，以生氣情緒搭配金錢性促銷產生最高的購買衝動，難過情緒搭配非金錢性促銷產生最低的購買衝動，在衝動性購買行為方面，也同樣無顯著差異。研究二則顯示生氣情緒與購買衝動和衝動性購買行為存在正相關、親和性特質在生氣情緒與購買衝動間產生負向的調節效果。本研究希望透過了解負面情緒之特點，從內外在因素了解消費者之購買衝動與衝動性購買行為，以提供銷售者在行銷策略上做參考。

People have the instinct to take action for releasing negative emotions. When consumers feel the more intense from negative emotions at the moment of purchase, they engage in impulsive buying more easily. According to the different arousal of negative emotions, anger and sadness are selected as the main subjects in this research. In study 1, we not only examined the negative emotions have higher urge and impulsive buying behavior than neutral emotion but examined whether there is a difference between anger and sadness on the urge and impulsive buying behavior. In addition, we also considered the interaction between negative emotions and sales promotion is conducted to verify whether sales promotion can positively stimulate more urge and impulsive buying behavior. In study 2, we added agreeableness trait into research, exploring the relationship among anger, the urge to buy impulsively and impulsive buying behavior.

The result of study 1 indicated that anger has more influence on the urge significantly than sadness and neutral, sadness slightly higher than neutral on the urge. On the other hand, there is no significant difference among three emotions on impulsive buying behavior. The interaction between negative emotion and sales promotion illustrated that the combination of anger and monetary promotion contributed to the highest urge, while the combination of sadness and non-monetary promotion contributed to the lowest urge. However, there is still no significant difference on impulsive buying behavior. Study 2 indicated that anger correlates positively with the urge and impulsive buying behavior. Agreeableness negatively adjusts anger and the urge. The purpose of this research is to understand consumers' urge to buy impulsively and impulsive buying behaviors from internal and external factors by understanding the characteristics of negative emotions, providing some insights into marketing strategies for the sellers.

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