Effect Of Dual Psychological Simulation On Preventing College Students’ Impulsive Online Shopping Behaviors

Nowadays, college students occupy a large proportion in Internet consumption.With the increasingly frequent acts of online shopping, online shopping brings them convenience, benefit and diverseness at the same time. However, it also takes a lot of troubles to them. The differences between description and practicability of net purchases of goods may make them in trouble. Therefore, it should be solved urgently to govern college students’ shopping behaviors and reduce their own network impulsive needed.The current researches have focused on the formational factors and mechanism of college students’ network shopping impulsivity. However, the researches that whether the policy of the prevention of impulsive online shopping behavior and under this policy,whether the impulsive behavior of impulsive online shoppers will be changed, and how to change and how to evaluate college students’ network shopping impulsivity are not system.This study selected college students as the research object, whose impulsive online shopping test in a year as a data source. Firstly, the study analyzed the influence of the impulsive online shopping behavior of college students from the view of pre-fact thinking. Then, based on the analysis of the tendency of individual in the free state of mind, the study set up the combination of the pre-factual thinking and counter- factual thinking model. And as a basis, the subjects, college students, were trained by the psychological simulation training respectively. What is more, we tracked students whose impulse shopping behavior periodically and continuously and established preventive effects of electronic database. In addition, this paper also used the Level Analysis and Fuzzy Comprehensive Evaluation model(AHP-FCE) to construct the standard for evaluation of the preventive results of dual psychological simulation on the college students’ impulsive online shopping behavior. Finally, it is concluded that the best psychological simulation combination of the prevention of the impulsive online shopping behavior through evaluating the effects of the October 2014 to September2015.The study’s results are as follows. Process(result) simulation can reduce the characteristics of impulsive level of the college students and it’s more obvious especially for college students with high impulsive characteristics. Students with high(low) impulsive characteristics are susceptible to emotion. When they are shopping unplanned goods online, they tend to use results(process) simulation and they will show a certain sense of loss(meeting) no matter what they feel after shopping.Downward(upward) counterfactual thinking is often used by them. No matter for students with high or low impulsive characteristics, the model of “upward counterfactual thinking under the condition of process simulation and regret " works better than the model of " downward counterfactual thinking under the condition of process simulation and regret”. As the time of mental simulation goes on, the model of“upward counterfactual thinking under the condition of process simulation and regret "works well obviously on the prevention of impulsive online shopping for students with high(low) impulsive characteristics. The results rise to better and above level in the third quarter of 2015. The model’s effect of “upward counterfactual thinking under the condition of process simulation and regret " is not significant on the prevention of impulsive online shopping for students with high(low) impulsive characteristics.In view of the above conclusions, we suggest that students whose shopping online behavior in the future should active guided by the imagination and perception of online shopping process in detail and help them to avoid imagination of the joy after owning the goods and the Thankful feeling for the worse situation when shopping regret, so that they can increase their ability of rational analysis and planned spending power gradually,in order to realize the preventive effects of “process of simulation + upward counterfactual thinking”.