The Relationship between Muslim Religiosity, Price-Value Consciousness Impulsive Buying Tendency and Post-Purchase Regret: A Moderation Analysis

Religion has been considered an inseparable part of culture. There is a considerable amount of research examining the relationship between religious affiliation and consumer behavior. Although past studies have confirmed that the religiosity and religious affiliation has an influence on consumers' consumption patterns, scholars have focused on some specific aspects of consumer behavior such as shopping orientation, media usage or purchasing behavior. To contribute new dimensions into the consumer behavior literature, this study makes an attempt to examine how price and value consciousness effects: (1) impulsive buying tendency and (2) post-purchase regret regarding the transaction given Muslim religiosity via the use of moderation analyses in the specifics of a well-known religious congregation. To test the hypotheses the structural equation modeling was used to analyze data obtained from a judgmental sample of 235. Results demonstrated that religiosity has a statistically significant moderating effect on impulsive buying tendency and post-purchase regret.