The Influence Of Other’s Presence On Consumer’s Self-control

Consumer’s self-control is a kind of individual behavior, so most of the scholars at home and abroad research on consumers’ self-control more from individual and decision-making scenarios factors, rarely from social factors. But man has obvious social attributes, so their behaviors easily be affected by other individuals in the society. The paper pays attention to the effect of other’s presence about consumer’s self-control.The method of this study is literature retrieval method, questionnaire survey method and mathematical statistics analysis method. Specific include:(1) through literature retrieval method, collect and analyze the date concerning self-control, consumer’s self-control, hedonic goods, mood and so on, then understand the domestic and international situation regarding study in these areas, and put forward the study model and hypotheses,(2) according to this study model and hypotheses, design the appropriate questionnaire, and use the questionnaire to collect the data,(3) process the collected date and validate the hypotheses combining with there study model and hypotheses in this paper.This paper is composed of six chapters, and can be summed up into four parts. The first part includes chapter Ⅰ and chapter Ⅱ; the second part includes chapter Ⅲ and chapter IV; the third part is chapter Ⅴ; the last part is the chapter Ⅵ. In the first part, the paper describes the background and significance, methods, innovation of the study and situation regarding consumers’self-control. The second and third parts of this paper are the focus. The second part puts forward the study model and hypotheses on the basis of the first part. Design the questionnaire which is meet the hypotheses, combining with the scholars achievement at home and abroad, and collect the date. The third part is based on the second part of the questionnaire to test validity and reliability, and make sure the validity of study design. Meanwhile, test the hypotheses which is proposed in the second part. In the last part, summarize the conclusion of study and show the limitations and future study directions.The study found that:first, if consumers are aware of other consumers in their environment, they will be likely to fail in consumer’s self-control, when they buy hedonic goods. Second, in the above relationship, the type of mood plays an intermediary role. The mood can be divided into three types, which are general mood, hedonic mood and self-conscious mood. General mood also can be divided into positive mood and negative mood. The study shows that other individuals existing in the environment affect consumer general mood and then has a significantce on the consumer’s self-control. The positive hedonic mood makes consumers to purchase the hedonic goods while the negative self-conscious mood have an opposite effect, when other consumers are present at the environment. Hedonic mood can not afford an intermediary role between other’s presence and consumer’s self-control. Self-conscious mood can be divided into positive self-conscious mood and negative self-conscious mood. The positive self-conscious mood makes consumers to purchase the hedonic goods while the negative self-conscious mood has an opposite effect.There are three striking innovations of this paper. First of all, this paper is different from other the studies on consumer’s self-control at home and abroad more from individual and decision-making scenarios factors. This paper studies from other’s presence of social factors. Second, the mediator of this paper is the types of mood. In this paper, the type of mood is further divided into general mood, hedonic mood and self-conscious mood, and verify the type of mood intermediary role between other’s presence and consumers’self-control. Third, the scholars at home and abroad on the study of the consumer self-control, think little about the difference between hedonic goods and real goods, and only in recent years,they have started to pay attention. Hedonic goods are regarded as a attitude to study consumers’ self-control in this paper.