Research On The Influence Of Consumer’s Personality Trait To Impulse Buying

Impulse buying, which has been researched by occidental investigators for more than60years, takes a great part in daily buying. With the development of economy and the shiftof consumption perception in our country, impulse buying becomes more and morecommon, which makes it significant to study the impulse buying in China.Researches on impulse buying mainly focus on three aspects, i.e. product features,individual personality of consumers and contextual factors of consumption. Among thesethree aspects, the individual personality of customers has a key effect on the research.Based on the individual personality of customers, this article combined three aspectsincluding chronic regulatory focus, impulse buying trait and self-control to research thesethree aspects how to influence impulse buying, and try to reveal the relation betweenchronic regulatory focus and impulse buying trait. I educe the main conclusion asfollowing: chronic promotion focus can positively influence impulse buying and chronicprevention focus can negatively influence impulse buying. Impulse buying trait canpositively influence impulse buying. Chronic promotion focus can positively influenceimpulse buying trait and chronic prevention focus can negatively influence impulse buyingtrait. Interdependent self-construal can negatively influence impulse buying, butindependent self-construal has no significant effect on impulse buying.The innovation of this article has two points: one is that I combine chronic regulatoryfocus, impulse buying trait and self-control to research how to influence impulse buying inthe same experiment; two is that I carry the experiment to test the relation between chronicregulatory focus and impulse buying trait.