Undergraduate' Personality Traits And Network Impuise Buying: The Intermediary Role Of Self-control

As the application frequency of the Internet is getting higher and higher,people's consumption habit is gradually changing and many consumers tend to shop online.Moreover,online shopping with its variety of goods,relatively low price,shopping convenience and other factors has become the shopping channel popular with college students.But as the online shopping brings great convenience,there are more and more "shopaholic".The theory corresponding to this phenomenon is network impulse buying.After a lot of empirical research,it is proved that among many factors leading to the network impulse purchase,compared with external factors such as the online shopping environment and the online shopping convenience,consumers' psychological factor as an internal factor has more important effects.At the same time,the inherent self-control of consumers has a large inhibitory effect on impulsive purchase,that is to say,personal traits have a significant effect on self-control and network impulsive purchase,but these studies have not regarded self-control as the intervening variable,and plus scholars' case studies on college student group are also less.In view of this,this study will take self-control as an intervening variable,selecting undergraduates to further study the relationship between different personalities and network impulse buying.In this study,CBF-PI-B,Dong's self-control self-rating scale and impulsive purchase behavior scale are used as research tools.Through statistical analysis and reliability analysis to verify the hypotheses,it accordingly puts forward recommendations to effectively intervene college students' online impulsive shopping behavior.The main conclusions of this paper are:1.Different personality traits of college students have different effects on network impulse buying.Among them,the openness,nervousness of personality traits and extroversion dimension have a significant positive correlation with the network impulse purchase,while the rigidity and pleasantness of personality traits have a significant negative correlation with network impulse purchase.2.Different personality traits of college students have different effects on self control.Among them,there was a significant negative correlation between the openness,nervousness of personality traits and each dimension of self-control.3.The self-control of college students has a significant negative impact on the network impulse buying;4.The self-control of college students plays a mediating role in the influence of personality traits on the network impulse purchase.This paper discusses the study results,which is of great significance to supplement and enrich the existing research results.At the same time for college students,this study is conducive to their understanding of their own personality characteristics,so as to avoid the unreasonable consumption brought by personality emotions,and help college students to effectively intervene and correct impulse buying.