The Impact Of Thrifty Values On Impulsive Online Shopping Behavior

In order to maintain sustained and stable economic development,encouraging consumption and expanding domestic demand is an important policy in our country.E-commerce era has come.It eliminates the time and space constraints of shopping and multiple choices is provided.The price is more advantageous.Therefore,the emergence of E-commerce makes it possible to stimulate consumption and expand domestic demand.Howeve,there may be some contradictions between stimulating consumption and Chinese traditional culture,and consumers may also doubt that whether online shopping,which has been a typical way of life for Chinese consumers,and the diversity and convenience of payment methods will lead to consumers’ impulse buying online and result in a large number of repeated purchases or waste the rapid development of e-commerce platform.It is inconsistent with the value of thrift inherited by Chinese people from generation to generation.The newly revised Constitution of our country clearly points out that we should practise thrift,and President Xi Jinping has stressed the importance of thrift on many occasions.In the era of the popularity of online shopping and electronic payment,consumers are stimulated by the convenience of online shopping and electronic payment.Does it really increase the possibility of impulsive buying? This paper mainly uses the theory of cultural values and consumer impulse buying behavior to empirically test the impact of thrift on impulse online shopping behavior through literature research,second-hand data collection and questionnaire survey.The study finds that Chinese consumers still hold the traditional cultural value of thrift,but online shopping does improve the occurrence of impulse buying behavior,and also finds the moderating effect of payment methods.For the people with a weak sense of thrift,electronic payment is more likely to stimulate their impulsive online shopping behavior;While the people with strong value of frugality are not so.The possible reason is that these people have relatively conservative consumption attitudes,and their acceptance of new things also lag behind.As a new thing,electronic payment has aroused the high vigilance of the group with a strong sense of frugality.Therefore,the frequency of this group of consumers using electronic payment are relatively low.However,cash payment has a long history and has become a normal payment method for consumers;The results also show that consumers are allowed to pay later,consumers’ impulsive online shopping behavior will occur more likely.This shows that the country now strongly advocates thrift,which has its cultural and practical significance.Consumers should also establish a correct consumption value and spend rationally when enjoying the convenience brought by social progress.