Research On The Relationship Between Consumers' Sense Of Power And Impulse Buying Intention

In recent years,the economic growth brought about by impulse consumption has far exceeded expectations.From a micro level,impulse buying not only helps businesses achieve higher sales revenue,but also help consumers make decisions quickly when they are shopping,and ultimately save time.Nevertheless,it also has some disadvantages,where the original shopping plan being disrupted,and the products of impulse buying are in low availability.From a macro level,impulse buying may lead to poor utilization of resources,irrational distribution of resources,and other problems of resources waste.Therefore,research on impulse buying has become one of the most important issues to be explored in marketing.Although there are so many studies of impulsive purchases in academic circles at home and abroad in recent years,the necessary condition of impulsive purchase which means impulse buying intention is concerned by only a few scholars.At the same time,the existing research on impulse buying mainly focuses on contextual factors or marketing factors or a combination of both,so that the close relationship between individual characteristics and impulse buying was ignored.Based on the above research defects and claims,this study proposes that research of impulse buying should focus on consumers themselves and explores the relationship between consumers' individual characteristics and impulse buying intention to establish a formation mechanism of consumers' impulse buying intention.In this study,online surveys were used to collect data.Eventually,a total of 216 valid data have been collected.Afterwards,the valid data was analyzed by using mathematical analysis software to test the research hypothesizes and the model in this paper.In addition,considering gender difference having an influence on the results,gender is set as the control variable in the data analysis process.The data analysis results show that all hypothes izes presented in this paper are true.The conclusions are as following:(1)the self-concept congruity negatively affects impulse buying intention;(2)the sense of power promotes the negative influence of self-concept congruity on impulse buying intention;(3)impulse buying trait has a partial mediating effect between self-concept consistency and impulse buying intention.The above conclusions prove that the research model of the sense of power and impulse buying intention from the self-concept perspective is verified.In addition,the study also found that gender does not have an influence on consumers' impulse buying intentions,which is probably due to the consumption characteristics of the sample.This study enriches the theoretical inadequacy of impulsive buying intentions and reveals the formation process of consumers' impulse buying intention.It also provides theoretical basis and practical references for merchants' marketing and the relevant government departments' policy making.Finally,this paper points out some limitations and future research directions.