Studying Of Impulsive Purchasing Based On Regulatory Focus And Regulatory Fit Theory

People’s consumption concept has undergone tremendous changes as to social development and their living standards improvement. The pursuit to personalized and diversified commodities continuously, coupled with the accelerated pace of life leads to a simplified purchasing decisions. Thus, impulsive buying takes its way to be the mainstream of the consumer gradually under these backgrounds and the research on it is of great significance academically.Individual decision-making mental processes are explained from a psychological point of view by regulatory focus theory and regulatory fit theory presented based on hedonism and decision-making motives. The chronic regulatory focus theory is mainly divided into two categories, namely promotional focus and defensive focus, which the former focuses on improvement, aspirations and achievements while the latter concerns more about security needs and responsibilities. Regulatory fit theory proves that individuals are likely to raise the effect of regulatory fitting or not when facing different information framing and different trait regulatory focused orientations. And the effect of regulatory fit will affect the individual emotional responsed and will further affect the impulse buying behavior.In order to better explain individual decision-making mental processes of consumer behavior black box, this paper tries to explore the inherent nature of impulsive buying behavior mechanisms, drawing on regulatory focus theory and regulatory fit theory in the field of psychology.This paper utilizes scenario simulation experimental methods and2(information framing: the promotion or defense) x2(goal-focus:the promotion-focus or defense-focus) between-subjects design methods, as well as questionnaire to collect relevant date. And then SPSS statistical software is used to make specific analysis on data collected. Moreover, analysis methods of Cronbach a Reliability Analysis, Factor Analysis, ANOVA, MANOVA, Regression Analysis and Independent Sample T-test are utilized to verify the assumptions of the theoretical model to explore the correction of theory presented in this paper.This paper makes the following conclusions by the analysis of experimental data:1. Consumers with different chronic regulatory focus may raise interact effect when facing different information framing, and form a regulatory fit to have a more intense emotional response.2. Consumer impulsive purchase intention plays a mediating effect on emotional reaction and impulsive buying behavior. More emotional reaction creates more impulsive buying behavior, meanwhile, more impulsive buying behavior affects more emotional reaction. 3. Self-control level of consumers with promotional focus is higher than the ones with defensive focus.4. Self-control has a significant negative impact on impulsive buying behavior.5. Different chronic regulatory focus effects different impulsive buying level, and consumers with chronic promotional focus are more likely to have a impulsive buying behavior than the ones with defensive focus.The end of this paper makes some marketing strategies and suggestions to marketers or retailers, and meanwhile discusses the limitations of this study, as well as future research directions.