| With the development of society,people's economic conditions is getting better and better,people's consumption concept has changed greatly,impulsive buying behavior has been more and more common.Many researchers has conducted a lot of researches on the influencing factors of impulsive buying behavior from many factors,for example: the personality traits,external stimulus and so on.But there is few people pay attention to personality traits' influences on impulsive buying behavior.Therefore,the mechanism of personality traits on impulsive buying behavior needs to be further study.In this study,the following concepts are sorted out: the first one is the Eysenck personality,the second one is the money attitude,and the third one is the impulsive buying behavior.A total of 564 college students in Kaifeng were selected as the subjects,using the Eysenck Personality Questionnaire Revised Short Scale Chinese Version,Money Attitude Scale,Impulsive Buying Behavior Scale as empirical research.Firstly,the study investigates the characteristics of impulsive buying behavior of college students,whether there is a differences in gender,grade,family location,father's cultural level,mother's cultural level,monthly average consumption and family monthly income.Secondly,the study analysises the relationship between personality traits,monetary attitudes and impulsive buying behavior of college students,and whether the money attitude plays an intermediary role between personality traits and impulsive buying behavior.Concluded as follow:1.There is a significant difference of Impulsive buying behavior in gender,grade,origin,father's cultural level,monthly average consumption,family monthly income;there is no significant difference in the mother's cultural level.2.Personality traits,monetary attitudes and impulsive buying behavior are all related to each other,and personality traits have a significant predictive effect on impulsive buying behavior,personality traits have a significant predictive effect on money attitudes,money attitudes have a significant predictive effect toward impulsive buying behavior.3.Personality traits through monetary attitude affect the impulsive buying behavior,and the money attitude plays a complete intermediary role between personality traits and impulsive buying behavior.The above results show that,the impulsive buying behavior has significant differences in demographic variables such as gender,grade,place of birth,father's education level,average monthly consumption,and family monthly income;There is a close correlation between personality traits,money attitude and impulsive buying behavior.The personality traits can not only affect impulsive buying behavior indirectly through money attitudes,but also can influence impulsive buying behavior directly. |
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