The Influence Of Consumer Self-Construction On Impulsive Purchase

In the current society,with the development of economy and technology,impulsive purchase has become an increasingly common phenomenon.China is a country that pays attention to groups.There are many group activities,and in the context of group purchase,impulsive purchases are more often.In the field of consumer behavior,scholars have systematically studied the impulse purchase of individuals,while the research on group impulse purchases is relatively rare.At present,the scholars who study the group impulse purchase mainly include Rook,Luo,Jing Fengjie,Xiong Suhong and Chai Junwu.Research group buying environment is very import,ant for enriching the theoretical system of impulsive buying behavior(Rook,1987).Under the group purchasing environment and individual purchasing environment,the influencing factors of impulsive buying behavior are inevitably different.The influencing factors of impulsive buying behavior are of great significance for enriching the system of impulsive buying.This paper examines the impact of self-construction and anticipation of regret on impulsive buying behavior to further explore the influencing factors of consumer impulse buying.In this paper,we use the literature review method,collect data and analyze it with software and issue questionnaires to investigate the effects of self-construction on impulsive purchase behavior under the adjustment of expected regret.This article has six chapters.The first chapter is an introduction.It introduces the research background,the significance of the research,content of the research,the methods of the research,the overall framework of the research,and possible innovations.The second chapter mainly introduces related literatures.Through reading related literatures,it discusses several variables studied in this paper:self-construction,impulsiveness,anticipation of regret and impulsive purchase behavior.Previous scholars' research on this and their measurement methods.The third chapter is the research model and hypothesis.Based on the literature analysis in the second chapter,the relationship and structure between the variables are reasonably expected,and the research model and hypothesis of this paper are proposed.The fourth chapter is the research design.The first is to select and design the variable scale,and then select the appropriate specific story situation to design and distribute the questionnaire.The fifth chapter analyzes the collected first-hand data,tests the hypothesis proposed in the article,and uses the data analysis software(SPSS24.0 and AMOS21.0)to check whether the data is reliable,whether it is valid,and whether the model is consistent with article and whether hypothesis is right includes verifying the main hypothesis,verifying the mediation hypothesis,and verifying the regulatory hypothesis.The sixth chapter is the conclusion,the enlightenment that can be drawn and the limitations of this study.According to the previous analysis,the conclusion is drawn,and the marketing inspiration of this paper is proposed according to the conclusion.Finally,the limitations of this studyand the future research prospects are proposed.On the basis of reading a large amount of literature,this paper constructs a theoretical model of self-construction for impulsive purchase behavior.Based on the theoretical model,hypotheses H1,H2,H3 and H4 are proposed,and the majority of consumers are used as survey objects.The data is analyzed and the data analysis software is used to analyze the data.The conclusion is that independent self-construction has a positive impact on impulsive buying behavior and positive impact on impulsiveness.Relevant self-construction has negative influence on impulsive purchasing behavior.,while negatively affects impulsiveness;impulsiveness plays a partial role in the influence of self-construction on consumer impulse buying behavior;in the process of self-construction affecting impulsive buying behavior,anticipation of regret is used as adjustment.The variables play a significant role,in which upwards anticipates regrets suppress this process,down expecting regrets promote this processThe possible innovations of this paper have the following three aspects:first,this paper puts self-construction and anticipation of regret together for research,anticipation of regret as a variable in the field of psychology also have an important impact on the decision-making of consumer behavior;For the expected regret variables,previous scholars studied the influence of external stimuli and consumer personality traits on impulsive purchase behavior,and expected regrets will have a significant regulatory effect in this process.This paper studies self-construction on impulsive purchase behavior.In the process of influence,the regulation of expected regrets;thirdly,in the field of consumer behavior,the research on impulsive purchase behavior is mostly based on the individual situation,this paper studies the impulsive purchase behavior in the group purchase situation.The research in this paper has the following three limitations.The first is the limitations of the sample.The questionnaires collected in this paper are mostly students.The number of participants participating in the work is relatively small,and the proportion of females is relatively high.The second is the limitation of the design of the questionnaire.The questionnaire has the setting of the situation.The protagonist is a female.This is a bit of a bad feeling for male subjects,but this has not had a great impact on the research results.Third,this paper may have neglected some other variables.The results of this paper indicate that impulsiveness plays a part in mediating the influence of self-construction on impulsive buying behavior,which may indicate the influence process of self-construction on impulsive buying behavior.There are other variables in play,which will be explored by future scholars.