An Empirical Study On The Effect Of Face Double Dimensions On Impulse Purchasing

In recent years, with the rapid development of the global economy, the emergence and prevalence of online shopping fun idea, impulse buying has become a very common phenomenon. Previous studies indicate that in 1998 the amount of consumption of impulse buying of US consumers accounted for 40 billion dollars. And China in 2004 the number of impulse buying Amount Percentage share of over 50%, and increasing year by year trend. Impulse buying has been in the real shopping malls, supermarkets and network sales accounted for a large proportion, especially early sell ma ny new products are also purchased by the impulse generated. So many types of consumer purchasing decisions, the impulse buying early has attracted the majority of scholars and business concerns. However, the current study is impulse buying directly in the growth and development of the Western cultural background Theory applied directly to the domestic consumer market. Therefore, the study of specific factors under the influence of cultural background on impulse buying behavior of consumers has practical significance.Consumer’s face is the unavoidable topic on studying consumer psychology and behavior. In this paper, the contradictions in the previous face of consumer research, by drawing two- factor theory of Herzberg management will face into "want to earn face" and "fear of lost face" two dimensions, and through consumer self-construction as mediating variables, the two face dimensions explored by different self-construct different impact on domestic consumer impulse buying behavior. In this paper, the use of structural equation model to establish a two-dimensional structural model of the face by two different self-construction thereby affecting consumer impulse buying behavior, on this basis, by measuring the variables measured questionnaire design and distribution, this article needs to collect Institute sample data, then the data reliability and validity of the test, and the use of SEM analysis of the theoretical model and verification, testing hypotheses, and the results are discussed, and finally concluded in this study: the face of the two dimensions of the path and direction of C hina’s consumer impulse buying is not the same. Which want to earn face dimension oriented primarily through independent self-construction of impulsive buying behavior of Chinese consumers to enhance the production, but afraid of losing face dimension associated primarily driven by the self-construction of impulsive buying behavior of Chinese consumers dampen demand.Results of this study provide for businesses and consumers following revelation: businesses can inspire consumers "want to earn face" increasing consumer desire for independence and self-construction oriented to stimulate consumer spending, such as the praise of customers, raise customer identity to help consumers identify and focus on their own internal needs, etc; consumers can also add their own "fear out of face" concerns, strengthen self-construction oriented association, in order to make themselves more rational consumption, such as a time for reflection after s hopping when you want to make impulse purchases if you want to remind yourself to buy products and services will be laughed at by others and so on.