Emotions Under Start Paradigm:Self-monitoring?Decision-making Styles Affect Impulsive Consumption

The impulse buying behavior has been widely common in our daily life.Especially in the last several years,as China's economy has been picking up pace in rapid development and the disposable income of people is risen continuously,the consumption gets upgraded,and people in the wake of this trend have been attaching great importance to the quality of life and the life style.For this reason,the impulse buying behavior has become the progressively common consuming behavior in China.In the case of this issue,the consumption for a large number of industries,including retail industry,due to customers' impulse buying takes up an increasing proportion in their overall consumption ratio,raising the high attention of these industries.Hence,the research of the impulse buying is attached great significance.From wide view of the previous researches of impulse buying,the researches lay great importance to defining the behavior of impulse buying,clarifying the specific characteristics of impulse behavior and seeking the elements stimulating and affecting people's impulse buying though the exploration towards this topic has been raised by western countries in the 1940 s.It can be noticed through further reviewing the literatures that,the majority of the research deepen the exploration from two perspectives,that firstly researching the situational factors of impulse buying behavior,including the physical factor(light,music and light condition)and time factors of shopping centers;secondly researching internal mechanism of purchasing behavior,incorporated as the exploration of the consumers' characteristics.The domestic research of this topic,having been carried out since 2000,mostly achieved by Taiwan scholars,lags behind the western explorations.The research conducted by those scholars are basically lying the focus on exploring which specific factors stimulate or affect the impulse buying behavior of different people.Currently,the research is still not initiated to amplify the influence to impulse buying behavior exerted by decision-making style and self-monitoring.Accordingly,on the basis of the previous research and accomplishments,considering the behavior initiating emotions,two variables,decision-making style and self-monitoring,are introduced to research the influence to consumers' impulse buying behavior exerted by these two factors.The questionnaire and the experiment are adapted as the research methods,and the undergraduates are selected as the object of research as to discuss the influence to impulse buying behavior exerted by decision-making style and self-monitoring.Moreover,the emotion variables are introduced as to amplify the interaction between emotions,decision-making style and self-monitoring.On the basis of the mentioned preparation,this paper is divided into two parts,firstly researching the influence to impulse buying exerted by self-monitoring and researching the influence exerted by emotion to impulse buying behavior of consumers under different self-monitoring levels;secondly analyzing the influence to impulse buying exerted by decision-making style and analyzing the influence exerted by emotion to impulse buying behavior of consumers under different self-monitoring levels.Through the research of these factors,the impulse buying behavior can be thoroughly anatomized theoretically,and in the practice field the a number of information can be provided for the merchants as to help them accurately orientate their target groups,and formulate the effective marketing strategy.As the research result shows:(1)The impulse buying levels of examined objects under different self-monitoring levels are significantly different.Compared with the objects with low construal level,those with high construal level have higher impulse buying level,which is to say,the objects with high construal level are more likely and easily to conduct the impulse buying.(2)The impulse buying levels of examined objects with different decision-making styles are significantly different.Compared with objects with the other three decision-making styles,the escaping examined object carries the higher level of impulse buying,which is to say,the object with escaping decision-making style is more likely to conduct the impulse buying.(3)The influences exerted by dependent decision-making style and emotion are significant.As for the object with dependent decision-making style,the influences exerted by the positive emotion and the negative emotion are significantly different.The object with positive emotion shall more easily conduct the impulse buying.As for objects with the other three decision-making styles(intellectual,escaping and instinct-impulsive decision-making styles),the influences exerted by positive emotion and negative emotion are non-significantly different.(4)The influences exerted by high self-monitoring level and emotion are significant.As for object with high self-monitoring level,the influences exerted by positive and negative emotions are significantly different,which is to say,the object with positive emotion shall more likely to conduct the impulse buying.Under the low level of self-monitoring,the influences exerted by positive emotion and negative emotion are non-significantly different.