A Study On The Influence Of Self-construal On Impulsive Buying Behavior Under Network Environment

Shopping online plays more and more important role in our modern society Many of the features of environment on shopping online make impulsive buying behavior of consumers more frequently. Impulse buying behavior can increase quantity of sales and bring benefit to the business. But for consumers, they may have cognition imbalance before and after buying things in some extent, which will increase the economic risk and the effectiveness of risk. Scholars have confirmed the different self-construal can influence on impulse buying. But we don't know whether it has been the same conclusion or not in a network environment. Network is equivalent to a huge group, and researching the influence on self-construal to impulse buying behavior,on one hand, can enrich the theoretical system between self-construal and impulsive buying behavior,on the other hand, it will provide a reference and guidance to merchants and consumer behaviors, which have great theoretical and practical significance.There are three methods in the paper. Clear the significance of the study and define the topic through the standardized research method. Review the related literature home and abroad, point out the innovations and design thoughts of paper through the literature research method. Analyze date, test hypotheses and draw final conclusions through the empirical research method. Innovations of the paper are the following two points. On one hand, bring forward a study model about the influence of self-construal on impulsive buying behavior under the network environment. Taking into account the complexity of the network environment, different factors may affect the influence in the course of this effect. So the paper selects the online comments and online environment atmosphere as research variables to examine the influence and provide guidance for merchants and consumers.On the other hand, verify the effect of regulatory fit in the field of impulsive buying. The paper brings the regulatory fit theory into the study, explains the internal mechanism of change about the influence of self-construal on impulsive buying behavior under network environment, which provides a good direction of thinking of the role of other factors.This paper draws a conclusion that:there is a positive correlation between independent self-construal and network impulsive buying, a negative correlation between interdependent self-construal and network impulsive buying. Positive online comments will enhance the positive correlation between independent self-construal and impulsive buying. Negative online comments will enhance the negative correlation between interdependent self-construal and impulsive buying. Low correlation factors of tasks will enhance the positive correlation between independent self-construal and impulsive buying. High correlation factors of tasks will enhance the negative correlation between interdependent self-construal and impulsive buying. According to the results of empirical analysis, this paper points out the managerial proposals, the limits and the proposals in related fields.