Overall, findings from the moderated regression
analysis demonstrated that buying impulsiveness
trait had a substantial moderating role in only the
Pleasure-dominance – Impulsive-buying relationship
but not in the other relationships. Both the
hypothesis derived in accordance with the results of
study of Lee and Yi (2008), where they discussed
the moderating role of impulsive buying trait with
the impulsive buying behavior and the emotion
states. Although he described that dominance was
not significantly moderated but our study showed a
positive moderation of impulsive buying trait with
dominance. Moreover, our results also the match his
very important result that impulsive buying trait
moderates the relation between risk and impulsive
buying intention.