The Research Of Cognitive Style, Construal Level And Emotion Affecting Impulse Buying Behavior

Impulsive buying is pervasive and has been studied by western researchers for almost 60 years. In recent years, with rapid growth of Chinese economy and the change of consumer's consumption attitude, impulsive buying is accounting for more and more proportion of Chinese retailing.Impulse buying is one of the antecedent variables which researchers have been focusing on. However, in the past, the studies were focus on personality trait, the definition and the characteristic of impulse buying behavior and mainly were limited to impulse buying tendency and classified consumers as high, middle and low impulse buyer according to impulse buying tendency. And these studies were most carried out by Taiwan researchers. In chain, relative researches started recently and most of them are focus on the traits which affect impulse buying. The development of study in psychology and further understanding of individuals provides theory for further study of impulse buying.In this research, cognitive style and construal level are introduced as two variables to study on impulsive buying behavior. It includes two experiments. The first one is focus on the effect of cognitive style on impulsive buying behavior. The second one tries to explore the impact of the construal level on compulsive buying. To sum up, this study made questionnaire on the basis of previous researches and also carry out two experimental studies to explore the impact of the cognitive style and construal level on the compulsive buying. The result shows that:(1) The different cognitive style can lead to the different level of compulsive buying. Compared with the field-independent subjects, the field-dependent subjects are apt to make more compulsive buying.(2) The different construal level can lead to the different level of compulsive buying. Compared with the high-construal level subjects, the low-construal level subjects are apt to make more compulsive buying.(3) For different cognitive style, the different emotion can lead to the different impulse buying, that is, the field-dependent subjects are apt to make more impulse buying in positive-emotion.(4) For different construal level subjects, the different emotion can lead to the different impulse buying, that is, the low-level construal subjects are apt to make more impulse buying in positive-emotion.