The Effects Of Pre-commitment,Emotional Categoryon And Cultural Value Orientation On Impulse Buying Behavior

The development of modern social network information technology not only drives the rapid growth of social economy,but also refreshes people’s way of life,breaking the previous people’s inherent consumption concept.The integration of domestic and foreign cultures has also brought impact on the traditional consumption mode.Driven by high profits,businesses pay more attention to the development of consumers’ impulse potential,trying to design in stores and product exhibitions However,from the perspective of consumers,the consequences of impulsive behavior are more harmful than good.Therefore,Therefore,it is necessary to deeply study the mechanism of the behavior,increase people’s cognition of the behavior,and formulate reasonable strategies to reduce the negative impact of impulse shopping.As a kind of self-control strategy,a large number of foreign studies have confirmed its significant role in behavioral decision-making,gambling,academic performance and so on.However,there are few empirical studies on pre-commitment in China.Therefore,this study intends to learn from foreign results to explore the interaction of pre-commitment from subjective(emotional)and objective(cultural)factors and its impact on impulse buying In order to further enrich the related research of pre-commitment.In this context,this study used two inter subject experimental designs to explore the impact of pre-commitment on impulse buying behavior from subjective(emotional)and objective(cultural)perspectives.In the first study,2(pre-commitment:committed/uncommitted)× 2(emotion type: positive/negative)was used as the inter subject experiment design,and in the second study,2(pre-commitment: committed/uncommitted)× 2(cultural value orientation: collectivism/individualism)was used as the inter subject experiment design.The dependent variables were impulse buying level,and the experiment was conducted under the simulated situation.The results showed that:(1)Pre-commitment and emotional category had a significant impact on impulse buying behavior,while cultural value orientation had no significant impact on impulsive buying behavior.The impulsive buying level of subjects who made a pre-commitment was lower than those who did not make a promise,and the impulsive purchase level of the participants in positive emotions was higher than that of the participants in negative emotions.(2)The interaction between pre-commitment and emotion category was significant.There was a significant correlation between pre-commitment and emotion category.Under the influence of positive emotion,the level of impulse buying of the subjects without commitment was higher,while the level of impulse buying of the subjects after commitment was significantly reduced,while the level of impulse buying of the subjects under negative emotion was generally lower.(3)The interaction between pre-commitment and cultural value orientation was significant.There was a significant correlation between pre-commitment and cultural value orientation.In the collectivist culture,the level of impulse buying of the subjects without commitment was higher,and the level of impulse buying of the subjects after commitment was significantly lower.In the individualistic culture,the level of impulse buying of the subjects was generally higher.From the above experiments,it can be concluded that the pre-commitment strategy has significantly inhibited impulsive buying behavior,especially in the positive emotion and collectivism culture.Finally,this paper also discussed the shortcomings of this study,and put forward some suggestions for future research.