A Study On The Influence Of Self - Control Resources On Network Impulse

Now days, the Internet has become an indispensable part of people’s life. Alongwith the improving of network popularization and the technical security, media of thenetwork shopping on Internet is developing rapidly, the shopping market on thenetwork growth momentum fast, under such osmosis, people buy more and more thatbecome from the traditional entity shopping to shopping on the background of theInternet network.Impulse buying behavior becomes more common in people’s life today. Becauseof most of people buying behavior which belongs to impulse buying behavior, thisphenomenon has caught the attention of the scholars. Since the1950s, some ofscholars did many studies on impulse buying behavior, at the same time, theseresearches basically belonged to the part of traditional entity mall shopping. With therapid development of Internet technology, many scholars take attention to impulsebuying behavior under the network environment, and do a lot of research on thenetwork impulse buying behavior.Self-control that humans to adapt to the society is one of the important functionof human normal life. The researchers also have a lot of research in the field ofself-control, They pointed, people realize self-control that depends on the self-controlresources. As a matter of fact, self-resources are limited. When the self-controlresources consumption are serious, the self-control ability of individual becomesweakened, in the meantime, emotional, cognitive evaluation and behavior will be notharmonious.Self-control that humans to adapt to the society is one of the important functionof human normal life. The researchers also have a lot of research in the field ofself-control, They pointed, people realize self-control that depends on the self-controlresources. As a matter of fact, self-resources are limited. When the self-controlresources consumption are serious, the self-control ability of individual becomesweakened, in the meantime, emotional, cognitive evaluation and behavior will be notharmonious.Self-control that humans to adapt to the society is one of the important functionof human normal life. The researchers also have a lot of research in the field ofself-control, They pointed, people realize self-control that depends on the self-controlresources. As a matter of fact, self-resources are limited. When the self-control resources consumption are serious, the self-control ability of individual becomesweakened, in the meantime, emotional, cognitive evaluation and behavior will be notharmonious.At present, the method of impulse buying domestic are self-reported as a rule,such as the measurement scale and the questionnaire survey, which kind of themethod there are some limitations to a certain extent, which cannot directly carry outto verify the influence mechanism of impulse buying.Through consulting literature at home and abroad, the most of comparativelyrepresentative theories about impulse buying is CIFE theory. For the impulse buyingunder the network environment, currently the focus of most domestic study was toexplore the influencing of the environment, the goods of impulse buying, the culturaland the others. And for the study of internal mechanism in impulse buying is mostlytheoretical review and summarize the research progress of foreign and new theory, wedo not have the empirical research. This study based on the theory of CIFEframework, discuss self-control resources for research on the effects of networkimpulse buying under the planned purchase situation.Through the empirical research, this research explores and analyzes the influenceof network impulse buying behavior for self-control resources. Under the plannedpurchase situation, the experiment of this study discusses that self-controlconsumption will butt down network influence buying behavior, meanwhile we addthe character of the impulse buying in subjects as experimental variables, to verifyimpulse buying trait and self-control resources for the interaction influence of theimpulse buying under the network environment. The experimental results show that,self-control resources depletion for individual are in the process of online impulsebuying behavior, and impulse buying trait and self-control resources have interactioneffects on online impulse buying behavior.