The Impacts Of Self-construal、Regulatory Focus And Temporal Distance On Impulse Buying

Objective:Recently, with the development of our society and economy and the improvement of people’s living standard, more and more impulsive purchase behavior comes into being. Current researches have proved that impulsive purchase behavior is affected by self-construal and regulatory focus. The purpose of this study is to discuss the impact of self-construal, regulatory focus and temporal distance that the situations evoke.Method:This study adopts a three factorial random design to investigate how self-construal, regulatory focus and temporal distance affect impulsive purchase behavior. The innovation of this paper is the joint of temporal distance, situational self-construal and the regulatory focus, which is in the form of advertising information, making the purchase situation close to the reality to investigate.Results:The results of study are analyzed by SPS17.0. The results show a significant interaction between self-construal and temporal distance(F=20594, p=.20594), self-construal and regulatory focused advertising information (F=32.356, p=.000), temporal distance and regulatory focused advertising information (F=20.889, p=.000), self-construal, temporal distance and regulatory focused advertising information (F= 7.716, p=.006).Conclusions:Firstly, different types of self-construal in different temporal distance show different impulsive purchase behavior. The consumers of independent self-construal within a long temporal distance are more likely to purchase impulsively than those in a short time. The relational self-construal consumers are on the contrary.Secondly, different types of self-construal under different advertising information of regulatory focus raise different impulsive purchase behavior. The consumers of independent self-construal under promotion-focused advertising information are more likely to purchase impulsively than those under prevention-focused advertising information. The relational self-construal consumers are on the contrary.Thirdly, within different temporal distance, level of impulsive purchase varies when the consumers face different regulatory focused advertising information. The consumers facing prevention-focused advertising information within a short temporal distance are more likely to purchase impulsively than promotion-focused. Within a long temporal distant, the effect of promotion-focused advertising information is more significant.Fourthly, within a long temporal distant, the consumers of independent self-construal type facing promotion-focused advertising information are more likely to purchase impulsively than those under prevention-focused information. Within a short temporal distant, The relational self-construal consumers facing prevention-focused advertising information are more likely to purchase impulsively than those under promotion-focused information.