The Influence Of Construal Level On Impulsive Purchasing Behavior Research

In order to survive and develop in an increasingly competitive environment,enterprises often take a lot of marketing, business strategy and measures to increasesales of products or services. As results of people increasingly rapid pace of life and allsorts of trading activity of the fast and convenient, the impulse buying is becomingmore and more popular. The academia on impulse buying research has been a longhistory. In today’s society, impulse buying is still a hot topic..The impulsive buyingoccupies a large percentage of consumers’ daily buying behaviors, and the percentage isincreased. At the same time, consumers have more and more sensible, therefore, weneed from new angle of view to study the impulse buying.The present domestic and foreign studies mainly focused on aspects of research onimpulse buying, such as: marketing stimulation, situation and individual characteristics.The research of marketing stimulation and situation mainly focused on online impulsivebuying behavior. And due to modern business needs refinement and personalizedmarketing strategy, other scholars focused on individual characteristics.Construal level theory as a current concern in the social psychology theory,scholars carried out extensive research and application. However there little research onthe relationship between construal level and impulse buying. Currently, construal leveltheory has been applied in various fields, for example: consumption decision,negotiation and convince. This paper will explain construal level is applied to impulsebuying. The research consists of five experiments. The experimental data were analyzedby SPSS16.0.The main results are as follows:1. Different levels of construal subjects with different impulse levels. High-levelconstrual subjects with lower level of impulse buying, and low-level construal subjectshave higher impulse level.2. High-level construal subjects with higher impulse level on practical productthan hedonic products, low-level construal subjects with higher impulse level onhedonic products than practical product. 3. High-level construal subjects with higher impulse level on low value productthan high value products.4. The low level of construal and independent self-construct subjects with higherimpulse level than high-level construal and independent self-construct subjects.5. The subjects who simulate others’ high-level construal with higher impulselevel than the subjects who perceive others’ high-level construal, The subjects whosimulate others’ low-level construal with lower impulse level than the subjects whoperceive others’ low-level construal.