The Research Of The Influences On State Self-control Of Consumption Situations

Consumer impulsive purchasing was paid attention by researchers 60 years ago. And the influences on impulsive purchasing are the focus of research. The research of self-control is the most important at present. Now in this field, there has been some researches explaining the mechanism responsible for impulsive purchasing from self-control aspect successfully.Some researches suggest that consumers self-depleting yield to temptation and purchase impulsively more possibly. State self-control can just explain it. The reduction of level of self-control results in the undermining of state self-control, and then self-control fails. If we want to understand impulsive purchasing and consumer behavior better, we must know why self-control fails.This study focused on state self-control and tried to find out the consumption situations that undermine state self-control. Inspired by the literature ,we explored this problem from aspects of antecedent states, task definition, time and social surroundings. Then the model was established from affects, the degree of fatigue, shopping list, extention of daytime, time pressure, companions in detail.Limited by time, manpower, material resources and money, this study just demonstrated how affects influenced state self-control. Data analysis showed that negative and positive affects were both negatively correlated to state self-control significantly. Weaker state self-control maked consumers more impulsive and yield to temptation more possibly, but weak state self-control might result in impulsive purchasing unnecessarily. There was a significant positive correlation between impulsive purchasing trait and impulsive purchasing behavior. Significant negative correlation were observed between self-control trait and impulsive purchasing trait. The level of self-control of the male was significantly higher than that of the female. Impulsive purchasing trait and the rate of happening about impulsive purchasing behavior of the female were higer than that of the male.The research method on this study was experimentation which maked up the limitation of questionnaire. This conclusion promoted to understand the relationship between self-control and impulsive purchasing.