Consumer Regulatory Focus And Impulse Purchase Of Entry Lux

With the development of the economy,the income level of Chinese residents has gradually increased,and consumption has also escalated.The luxury goods market has developed rapidly in China.Not only that,China’s luxury consumption has also shown a trend of youthfulness,and more entry lux have won the market with the price of the people and the advanced taste and design.The new generation of young people gradually enter the army of purchasing luxury goods,in.What follows is the change in the consumption concept of the consumer group.When the merchants do all the available marketing methods to attract consumers,more and more consumers will decide themselves according to the marketing information or promotion methods of the merchants.Purchase behavior.Coupled with the accelerated pace of life,consumers’ purchasing decisions have become more and more simplified,and impulse buying has become more commonBased on the decision-making motivation,the theory of regulatory focus explains the psychological process of individuals making decisions based on their own traits,which can be used to explore the impulse purchasing behavior of consumers.Individuals that promotion regulatory focus are more concerned with"achievement" and "ambition" while individuals with provention regulatory focus pay more attention to "safety" and "responsibility".The individual’s regulatory focus is divided into long-term and temporary.The long-term regulatory focus is gradually formed by the individual during the growth process,and the temporary regulatory focus is the individual’s performance under the influence of the outside world under a certain time node.temporary regulatory focus that does not have stability.Individuals with different regulatory focus may have different emotional responses to the same product,which in turn affects impulse buying behavior.In the past,scholars usually explored their impulse buying behavior from a single perspective of individual regulatory focus.According to higgins research,different regulatory focus may have different preferences for products with different attributes.Therefore,two scarcity sources(excess demand and limited supply)of luxury goods are added in this paper as the regulatory variables of the study to explore different Whether the individual would behave different when facing different scarcity sources of luxury goods who under different regulatory focus.In order to better explain the psychological process of consumers in the face of impulsive purchases of luxury goods,this paper draws on the theory of regulatory focus,combined with the different scarcity sources of products,tries to explore the internal mechanism of impulse purchase behavior..In this study,the experimental method of scenario simulation was adopted,and the inter-group design of 3(regulatory focus:promotion,defense,no)*2(scarcity source:excess demand or limited supply)was adopted,and in the regulatory focus group,the scenario initiation method was adopted.The different temporary regulatory focus s of the subjects were initiated by making the participants to fill in different adjustment targets according to the situation(in the following,,without specific state,the regulatory focus indicates temporary regulatory focus).Not limited to this,the paper also tested the long-term regulatory focus of the subjects at the end of the study to eliminate the interference of long-term regulatory focus on the experiment.This article collects data in the form of a paper questionnaire.The collected data was specifically analyzed by SPSS software.Through the analysis of experimental data,the paper draws the following main conclusions:1.Compared with no-scenario initiation,consumers are more prone to impulse purchase behavior when they are uner temporary regulatory focus by scenario initiation;2.Different scarcity sources matche different regulatory focus.The impulse buying behavior of consumers has a regulating effect by different scarcity.3.Anticipation of regret and instant joy play a mediating role in the interaction effect of the impulse-purchasing behavior of consumers who under promotion regulatory focus faces luxury goods which is limited supplied.4.long-term regulatory focus and temporary regulatory focus can affect the impulse purchase of consumersFinally,based on the research conclusions of this paper,strategies and suggestions for retailers of luxury goods are provided,and the limitations of this study are discussed.