The Influence Mechanism Of Self-regulatory On Impulse Buying

Impulse buying is an important area of consumer behavior research content, the self-regulatory resource on the Influence mechanism of impulse buying is one of the hot recent study abroad. With China's rapid economic development, urban and rural incomes and consumption levels continue to increase, in the consumption of everyday life people will show more and more impulse buying behavior, Therefore, the study of the Influence mechanism for consumers to impulse buying has a very important practical significance.The current domestic research methods on the impulse buying mostly used self-reported method such as questionnaires and measurement scales, this approach to a certain extent, there are limitations, it can not directly verify the influence mechanism of impulse buying. In this study, we use laboratory methods for empirical research.In research content, Most of the current domestic focus of the study to explore the factors that affect the impulse purchase of goods, external situational factors and cultural factors and so on. For the internal mechanism of impulse purchases, the domestic researchers mostly review and summary the latest theories abroad and lack of empirical research. This study research the Influence mechanism of Self-regulatory on Impulse Buying based on the RIM theoretical framework in the anticipated buying situation.This study of explore and analysis he influence of self-regulatory resource on impulse buying through three experiments further.(1) The study1 examine depletion of self-regulatory resource whether would have an impact on subsequent buying behavior in the anticipated buying situation, at the same time adds impulse buying trait as participant variable in the experiment, to examine the interaction effect of impulse buying trait and depletion of self-regulatory on Impulse buying. The result shows that depletion of self-regulatory resource process the impulse buying behavior, and exist the interaction effect of impulse buying trait and depletion of self-regulatory on Impulse buying.(2) The study2 examine after depletion of self-regulatory resource induced the positive emotions and negative emotions, under such conditions, self-regulatory resource's influence on impulse buying in the anticipated buying situation. The result shows that after the depletion of self-regulatory resource, participants inducing a positive mood performance less impulse buying behavior than those inducing negative emotion.(3) Experiment 3 is a supplementary experiment; self-regulatory resource depletion tasks and buying process operate at the same time, examine self-regulatory resource's influence on impulse buying in the anticipated buying situation. The result shows that real-time self-regulatory resource's depletion will lead individual occurred more impulse buying behavior as study1.