Exploring The Mechanism Of Impulsive Purchasing Based On Regulatory Focus Theory

with the development of economy and society,people's daily life becomes better and better,therefore impulsive purchasing, as a buying style,is becoming more and more popular.Thus,impulsive purchasing was paid attention by foreign researhers about sixty years ago.In the recent years,impulsive purchasing also have been paid attention by domestic researchers.The study of impulsive purchasing has been developed a lot during these years.Recently,more and more focuses were concerned about"how does impulsive purchasing happen".The field of the study was focused on personality and the environmental factors.With the development of study,more and more psychological theories are applied in this area.On the basis of the regulatory focus theory,this study is trying to make a theoriotic model of impulsive purchasing.The basic theoriotic explaination is:with the effect of promotion focus, people can inspire his self-control and impusive buying trait,so impulsive purchasing are influenced.these variables are used in this study:Promotion focus,impusive buying trait,self-control and standardized evaluation.Thus, promotion focus is the independent variable, impusive buying trait and self-control are the median variables,and impulsive purchasing is the dependent variable,standardized evaluation is the regulatory variable between the promotion focus and impulsive purchasing.At last,on the basis of analyzing the relationship of these variables,we can explore a model of impusive purchasing.