Research On The Effects Of Self-construal And Susceptibility To Social Influence On Impulsive Buying

With the continuous improvement of living standards of residents in our country, the purchasing power of consumers is increasing day by day. Their daily purchase behaviors have shown to be non-planning and irrational and their impulsive buying has been much more frequent. There have been a large number of research achievements since the concept of impulsive buying was proposed. However, most of these studies focused on impulse buying of single consumer scenarios, and there are relatively few studies on impulsive buying in the accompanying context. Chinese culture has been influenced deeply by collectivism since ancient times and people always shop with others. Therefore, it's necessary to carry out in-depth study of impulsive buying of shopping with others. The cultural and psychological variable of self-construal is introduced to the current study, which is focusing on the accompanying context and explores the effects of different self-construal on impulsive buying and its internal mechanism.This study first reviews and analyses the relevant research achievements of self-construal, social influence theory and impulse buying, which provides a theoretical basis for the whole study. Then, the effect mechanism of self-construal on impulsive buying and the mediation effect of susceptibility to social influence are discussed, based on which the theoretical model and hypotheses are proposed. The formal questionnaire is compiled by referring to relevant literatures and after the revising process of the pre-testing questionnaire. The research data are collected through questionnaire survey. Reliability analysis, validity analysis, correlation analysis and structural equation model analysis and other mathematical statistical methods are used to verify the theoretical model and hypotheses.The results showed that the effects of different self-construal on impulsive buying when shopping with others are different; the interdependent self-construal has a significant negative impact on impulsive buying while the independent self-construal has a significant positive impact on impulsive buying. Both susceptibility to normal influence and susceptibility to informational influence have significant negative impact on impulsive buying. And the roles of susceptibility to normal influence and susceptibility to informational influence as partial intermediary variables are significant in the effect of self-construal on impulsive buying. Finally, some corresponding marketing and management proposals are presented according to the research conclusions.