The Effect Of Power On Impulse Buying:the Mediating Role Of Self-Control And Moderating Role Of Peer Type

In recent decades,with the rapid development of China's economy,the Chinese people's economic level has produced a qualitative leap.In particular,in recent years,e-commerce represented by Taobao has risen rapidly,and various shopping carnivals have come one after another.Each year,astonishing consumption data shows that impulsive buying seems to have become a prominent feature of Chinese consumers.The sense of power as the core of social interaction also serves as an important psychological state of the individual.It affects the individual's cognition,emotion and decision.Especially in the consumer sector,it is very important to research the relationship between power and impulse buying in the Chinese consumer market with such a large purchasing power.Based on this,this study introduces two variables of self-control and companion shopping companion types,trying to explore the psychological mechanism and boundary conditions of the sense of power and impulse purchase.This study consists of three studies,a total of four experiments:Study 1 includes two experiments,the main purpose of which is to verify the mediating role of self-control in the sense of power and impulse purchase.Experiment 1 used a single-factor 2 level(high sense of power vs.low)design,with a total of 62 participants,and directly explored the impact of a sense of power on individual impulse purchases.Experiment 2 was a questionnaire survey,which included self-control as an intermediary variable.A total of 116 valid questionnaires were used to measure the relationship between general sense of power,trait self-control,and impulse purchases.Study 2 is the further verification of the results of Study 1,including 96 subjects.I manipulate the state of self-control level by stroop color word task and use 2(sense of power,high vs low)× 2(self-control,high vs low)intergroup design,mainly to verify that low self-control is the direct cause of impulsive purchase.Study 1 and 2 are single-person shopping in the context of impulse purchases.In reality,it is very common to shopping together with others.In order to make up the deficiency of the above experiments,study 3 introduces the variable of shopping together,and attempts to explore whether peer types have an impact on impulsive purchases with different levels of power,that is,the moderating effect of peer types.Study 3 used 2(sense of power,high vs.low)×2(peer types,high cohesion vs low cohesion)experimental design with a total of 157 subjects.This study draws the following conclusions:(1)There is a negative correlation between the sense of power and impulsive buying.(2)self-control has a completely mediating effect on the sense of power and impulsive buying.(3)Peer types in group buying can significantly moderate the relationship between power and impulsive buying when shopping together.When individuals with low power sense shop with high-cohesion individuals,their impulse buying will increase.However,for individuals with high sense of power,the role of peer type is not obvious.