The Impact Of Self-construction And Information Framework On Impulsive Buying

The buying phenomenon of impulse buying occupies a large part of the consumer's daily purchase,and the proportion of impulse buying shows a trend of increasing year by year.Compared to offline,online consumption is more prone to impulse buying.The difference between the different self construction of the personality and the information frame in the situational characteristics as the breakthrough point,The underlying mechanism of impulsive buying behavior on online consumption and the mediating effect of dual channel psychological account on consumer purchase decision making process are studied.From the consumer's self construction,the information frame of the purchase and the three elements of the double channel psychological account,Based on the research model of the dual channel psychological account,the online consumption impulse buying model based on its intermediary variable is constructed.An empirical analysis method and a Bootstrap intermediary test tool are used to test the model ? The results show that there is a correlation between self-construction and information frame;independent self-construction and promotion of information framework can produce high impulse buying tendency;associated self-construction and defensive information framework can produce high impulsive buying tendency;The account plays an intermediary role throughout the process.