The Influence Of Self-Continuity On Consumers' Impulse Buying Intention

Individual's views on the relationship between the present self and the future self will affect the individual's behavior decision,such as the common shopping behavior.In the consumer's shopping activities,impulsive buying accounts for a considerable proportion.In the past,researchers have studied the influence of shopping environment and expected regret on consumer impulse buying,little do research from the perspective of consumers' own characteristics.This article takes the consumer's self continuity as the breakthrough point to explore its influence on consumer impulse buying intention and its psychological mechanism.On the basis of Multiple-Self and Dual-Processing Models,as well as the domestic and foreign scholars' relevant literatureon about the self-continuity,impulse purchases,this study takes?self-continuity? as the starting point,and combines the consumer's self-continuity(high vs.low)?product type(practical products vs.hedonic products)?the consideration of future consequences(high vs.low)and self-control goal(constraint goal vs.indulgence goal)into consideration,which constitute a complete model of consumer impulse buying intention research,and finally tests the model and hypotheses of this study through three experiences.Through three experiments,the research hypothesis was verified and the results showed that:(1)The level of consumers' self-continuity will affect their impulse purchase intention on different types of products: consumers with high self-continuity are more willing to purchase practical products than hedonic products;consumers with low self-continuity have higher willingness to buy hedonic products than practical products(study 1).(2)Consideration of future consequences mediates the different impulse purchase intention on different types of products of consumers with different self-continuity: low consideration of future consequences mediates low self-continuity consumers' impulse purchase intention on hedonistic products;high consideration of future consequences mediates high self-continuity consumers' impulse purchase intention on practical products(study 2).(3)The self-control goal moderates the impulse purchase intention of different self-continuity consumer.After put in indulgence goal,the self-continuity has a significant interaction with the product type: there is no significant difference in practical products between consumers with different self-continuity,but low self-continuity consumers' impulse purchase intention on hedonic products is significantly higher under the indulgence target than high self-continuity consumers' impulse purchase intention.Indulgence goal has a higher impact on consumers with low self-continuity than consumers with high self-continuity.After joining constraint goal,compared to hedonic products,consumer have a higher impulse purchase intention for the practical product no matter self-continuity,there is no significant difference between them(study 3).This research verifies the mediating and moderating mechanism bettwen self continuity and consumers' impulse purchase intention,finds the new variable ?self continuity? that can affect consumers' impulse buying intention and mediating mechanism "future results concern",extends the the antecedent variables of previous researches on consumers' impulse purchase intention,provides a a new research angle for the study of consumer impulse buying intention.