The Impact Of Materialism On Impulsive Buying: A Moderated Mediation Mode

With the rapid development of economy and society,people’s consumption concept has changed quietly.In recent years,people are likely to engage in impulse spending regardless of whether they are well-off or not.College students,in particular,are more likely to be affected by marketing,commercial advertising and other aspects of impulsive buying due to their shallow social experience,simple thinking and strong consumption desire.Studies have found that the level of materialism of contemporary college students is generally on the high side.Whether this materialistic tendency will have an impact on their impulse buying is a topic worth discussing.Materialists regard money as a sign of success and happiness,and their attitudes towards money will influence individual consumption patterns.Although the rapid development of Internet consumer credit can relieve the pressure of short-term economic shortage of college students,it also has certain risks.When exploring the relationship between materialism and impulse purchase,this study intends to introduce money attitude and Internet consumer credit,and comprehensively examine the influence mechanism of materialism,money attitude and Internet consumer credit on impulse purchase.This paper includes two studies.The first study is a quantitative study,mainly using questionnaire survey method,with college students as subjects,and a total of 705 valid questionnaires were obtained,aiming to explore the influence and mechanism of materialism on impulsive buying among college students.Studies were qualitative study,by the method of semi-structured depth interview and select the 24 college students as subjects,through the interview outline of college students includes interviews,through interviews based on grounded theory analyzed combing,coding,text,in order to accurately grasp the real situation of college students the relationship between materialism and compulsive purchase and the specific mechanism of action.The specific results are as follows:1.There are significant differences in materialism among students of different genders,and the materialism of boys is significantly higher than that of girls.There are significant differences in the total score of materialism,success and happiness,but no significant differences in the central dimension.The level of materialism of graduate students is significantly higher than that of other learning stages.The total score of materialism and the scores of all dimensions of college students who are in love and marriage are significantly higher than those who are not.There are significant differences in the total scores of materialism among college students from different family structures.The scores of materialism of college students from single-parent families are significantly higher than that of college students from two-parent families.There are significant differences in the total score of materialism,success and happiness,but no significant differences in the central dimension.2.College students of different genders have significant differences in impulse buying,and male students score significantly higher than female students.There are significant differences among college students of different ages.The older the college students are,the higher the score of impulsive purchase is.The score of impulsive purchase of college students who are in love and marriage is significantly higher than that of those who are not.The impulsive purchase score of single-parent college students is significantly higher than that of two-parent college students.There are significant differences in the score of impulsive purchase among students at different learning stages,and the score of impulsive purchase among students at graduate stage is significantly higher than that at other stages.3.In the aspect of money attitude,there are significant differences in the total score of money attitude,power fame,maintaining reservation and distrust among students of different genders,but there is no significant difference in the dimension of anxiety.There are significant differences in total score of money attitude,power fame,distrust and anxiety among college students of different ages,but no significant differences in maintaining reservation.There are significant differences in total score of money attitude,power,fame and anxiety among college students with different love and marriage status,but there are no significant differences in maintaining reservation and distrust.There are significant differences in total score of money attitude,power,reputation,distrust and anxiety among college students with different family structure,but no significant differences in maintenance and retention.There are significant differences in the total score of money attitude,power,reputation and anxiety of college students at different learning stages,but the differences in maintaining reservation and distrust do not reach a significant level.4.In terms of Internet consumer credit,there are significant differences among college students of different genders,ages,marital status,family structure and learning stage.The specific performance is that the Internet consumption credit score of male students is significantly higher than that of female students.The Internet consumer credit score of college students above 26 years old is significantly higher than that of other age groups.The Internet consumer credit score of college students who are in love and marriage is significantly higher than that of college students who are not in love and marriage.The Internet consumer credit score of college students from single-parent families is significantly higher than that of college students from two-parent families.The Internet consumer credit score of postgraduates is significantly higher than that of students at other learning stages.5.Except that there is no significant correlation between the retention dimension of money attitude and impulsive purchase,there is a high degree of positive correlation between other major research variables and various dimensions.6.College students’ money attitude plays a mediating role between materialism and impulsive buying.7.College students’ Internet consumer credit moderates the mediating effect of money attitude on the relationship between materialism and impulsive purchase,which is a moderated mediating effect model.8.Through the grounded theory research,it is found that the materialism of college students includes the acquisition of property to show success,shopping as the center,balance consumption and happiness;Money attitudes include maintaining reservations,controlling money and fame,distrust,and anxiety over financial risks;Impulse buying includes impulse buying cognition and impulse buying behavior feeling.Internet consumer credit includes Internet credit cognition and Internet credit behavior feeling.Combined with the conclusions of this study,this paper further puts forward educational suggestions to guide college students to control impulsive purchase and rationally use Internet credit.