| Consumer have already well-acquainted with impulse buying all the time,these goods thatconsumer have to purchase are never part of the plan or don’t be used very often.Impulse buying is oneof the hottest topics in consumer behavior research In the past a very long period of time. The researchscholars abroad have done a great many discuss on impulsive purchase of traditional shoppingenvironment, however,it is just started to study online impulsive buying.Previous studies have shown that self-discrepancy is not the only reason of producing impulsivebuying behavior,but it is one of the important factors of producing impulse buying in traditionalsurroundings (Dittmar,1996)..There are not time and spaces restrictions in Shopping networkenvironment,the fundamental difference is the traditional environment and online surroundings.Thepresent study discuss that the effect of consumer self-discrepancy on network impulse purchase.And It iscompletely different to buying product in the tradition environment and online circumstances,convenienceand immediately in physical products.If consumer choose online shopping,they cannot get the goodsimmediately,on the contrary need to wait for a period of time.It is often also called the Express Time.Sohow do consumer self-discrepancy influence online impulse buying in different delivery time condition.This paper proposes two basic hypotheses. And college students were selected as subjects. Throughquestionnaire study and laboratory method,and the date were analyzed by t test and f test through usingSPSS19.0software. The basic conclusion of this research is the bigger the different between actual selfand ideal self,consumers are more likely to produce the impulse buying in the online shoppingenvironment.Secondly,impulse buying behavior of starting self discrepancy size subjects does not existsignificant in the condition of one to two days delivery time,though there are significant differences inthe condition of three to seven days delivery time. |
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