A Study About The Influence Of Vanity Of College Students On Impulsive Buying Behavior

Impulsive buying behavior is increasingly becoming a universal consumer behavior,which has received scholars’ widespread concern.The focus of this area of research has gone through the change from the external phenomenon to the internal mechanism,and now researchers pay more attention on the impact of individual characteristics on Impulsive buying.As a personal psychological characteristic,vanity includes two aspects:the appearance vanity and achievements vanity.Previous studies have shown that vanity has an impact on consumer behavior,but there is almost none research about the impact of vanity on impulsive buying behavior.In this study,503 college students were randomly selected to do the questionnaire,which has two forms:web questionnaire and paper questionnaire.The research is as follows:(1)Revise the vanity characteristic scale and test the reliability and validity;(2)Analyze the relationship between vanity,materialism,self-control and impulsive buying behavior;(3)Explore the mechanism about vanity,materialism,self-control and impulsive buying.The results show that:(1)the revised vanity characteristic scale has deleted two items,testing to have good reliability and validity;(2)vanity and materialism are positively correlated with impulsive buying behavior,but self-control are negatively correlated with impulsive buying behavior.In addition,vanity is positively correlated with materialism,while self-control is negatively correlated with materialism;(3)materialism plays a role of complete mediation in the relationship between vanity and impulsive buying behavior,and self-control plays a role of partial mediation in the relationship between materialism and impulsive buying behavior.