Research On The Influence Of Self-construal, Regulatory Focus On Consumer’s Impulse Buying Behavior

With the rapid development of economy, the consumer’s consumption concept has gradually started to change, impulsive buying behavior has also made a profound impact in the field of consumer behavior research. Researches of impulsive buying behavior have been made a fruitful result, but they are not thorough and comprehensive enough. For example, why consumers would have impulsive buying? Why some consumers are more impulsive to purchase? And what are they personality traits of those consumers who are prone to have impulsive buying behavior? A number of issues have to be further explored by the scholars. Since the psychology has made new progress on self-construction and regulatory focus, also an important influence on impulsive buying behavior, which provides a new perspective for further study of impulse buying. At present, some scholars have respectively made research on impulse buying behavior (Xiong su-hong,2009), Lee, Aaker and Gardner (2000) pointed out that there is a certain correlation between self-construction and regulatory focus. What is kind of relationship between them? And what is the combined effect of them on impulse buying behavior? However the researches on this project are not adequate, especially employing the empirical method of demonstration.In view of the above problems, we use empirical methods, expand the scope of the study, and issue a questionnaire in three channels. A total of236valid questionnaires finally, use spss16.0statistical analysis tools, descript the collected information by statistical analysis, factor analysis, correlation analysis, regression analysis, drawn conclusions in this article:independent self-construal and promotion focus together will generate higher impulse buying tendencies; interdependent self-construal and prevention focus together will produce lower impulsive buying tendency. The results of this study make up a separate study the limitations of self-construct theory and regulation-oriented theory, broaden the field of impulse buying behavior, to verify the correlation between individual adjustment-oriented and self-constructed, applying the psychology term to the field of consumer behavior, strengthening the links between the disciplines theory, and providing a new direction for future research. The combined effects of self-constructed, through research and regulation-oriented consumer impulse buying behavior, consumers can make clear what type they belong to, to understand the characteristics of this type, regulate their own behavior, to a greater extent in the day-to-day consumer to reduce the occurrence of impulse buying behavior. At the same time, the results of this study also help marketers to more accurately locate their target groups, make a targeted marketing strategy.By drawing a large number of domestic and international research literatures, building a research model, and drawing the conclusions of this study, data analysis and hypothesis testing, changing the mode of inspection from the perspective of a single factor in consumers affected by the individual characteristics of impulsive buying behavior. In the course of the study also consider the representativeness of the sample, in addition to selecting college students, the issuance of questionnaires, expanding the scope of the sample selection. Although the conclusion of this paper is drawn through the data analysis and hypothesis testing, subject to the restrictions of myself ability and effort, there are still some limitations in the research objects, variables and research methods, such as didn’t consider the group environmental impacting, there still is a large space that can be developed and perfected in future researching.