The Effect Of Awe On Impulsive Buying Behavior

In real life,many of us might have the experience that buying without thinking enough could make us feel better at that moment,while,after that we could feel worse or regret..At the moment when e-commerce is popular,some studies have pointed out that the online impulse buying ratio is even higher than offline.The 5G era is coming.It is foreseeable that the frequency of people's impulsive purchases in daily life will further increase.In recent years,many studies have shown that emotional factors are one of the important factors that affect impulsive buying behavior.As a complex social emotion,awe is only a short decade of empirical research towards psychology.With the progress of research,awe has begun to enter the field of vision of consumer behavior research,but awe Research related to impulsive buying has rarely been involved.This study aims to explore the impact of awe on impulsive buying behavior and the psychological mechanism behind it.This paper consisted of two studies: Study 1 uses a questionnaire method,starting from the level of dispositional tendency,using the Positive Emotional Awe Scale(DPES),Self-surpassing Life Meaning Scale(SMLS),and Impulsive Purchase Tendency Scale(IBT)for 700 A college student conducted a test to explore the correlation between dispositional awe,dispositional self-transcendence and impulsive buying tendency;Study 2 used an experimental method,using single factors(target emotion: awe vs.neutral).For design,the dependent variable one is the level of self-transcendence;the dependent variable two is impulsive buying behavior.In the second sub-experiment of Study 2,80 college students were selected,two different emotion activation paradigms(memory method and picture method)were used to activate the target emotions of the subjects,and the self-surpassing level was measured using the Perceived self-size questionnaire.The impulse buying behavior is measured by scenario simulation method.Further verify the impact of state-level awe on impulsive buying behavior and the mediating role of self-transcendence.The results show that:(1)In terms of correlation,awe is negatively correlated with impulsive purchases;self-transcendence and impulsive purchase tendencies are also negatively correlated;(2)Use regression analysis to explore the relationship between awe and impulse purchases.The results of regression analysis show that after excluding additional variables such as gender and growth environment,awe still has a significant negative predictive effect on impulse purchases;(3)Use Bootstrap to test the mediating effect of self-transcendence between aweand impulsive buying behavior.The mediating effect of self-transcendence between awe and impulsive buying is significant.These studies as a whole can draw the following conclusions:(1)There is a negative correlation between the dispositional awe of college students and the impulse purchase tendency;(2)There is a significant negative correlation between self-transcendence and impulse purchase tendency;(3)Self-transcendence acts as an intermediary between dispositional awe and impulse buying tendency;(4)There is a significant correlation between induced awe and impulse purchase behavior and self-transcendence;(5)The results of the mediation effect test show that self-transcendence plays a mediating role between awe and impulse purchase behavior,that is,individuals with a high level of awe can produce a higher level of self-transcendence,thereby reducing the occurrence of impulse buying behavior.