The Impact Of College Students' Boredom On Online Impulse Buying

With the full popularization of the Internet and the rapid development of the global economy,people's living and consumption level has been gradually improved.Impulse buying behavior on the Internet has become more and more common in our daily life.Although there are many studies on emotion and Internet impulse buying in the past,the influence mechanism of boredom on Internet impulse buying is not clear.As a widespread emotion,boredom has been neglected in the field of impulse buying for a long time.Therefore,the relationship between boredom and Internet impulse buying and its internal mechanism need further empirical research.This paper discusses boredom and online impulse buying through questionnaire and experiment.Research 1 conducted a questionnaire survey on 323 college students,measured their boredom tendency and online impulse purchase tendency through the scale,and explored the role of emotional regulation self-efficacy in them.Research 2 measured online impulse buying level of individuals in different states by inducing boredom in specific situations,and analyzes the role of self-efficacy in emotional regulation.The results are as follows:(1)there are demographic differences in the level of each variable: compared with male students,female students are more prone to online impulse buying;Non-only children have a higher trait boredom tendency;Only children are more self-efficacy in expressing positive emotions than non-only children.(2)trait boredom and state boredom can positively predict the level of online impulse buying(3)emotional regulation self-efficacy plays a partial mediating role between boredom and online impulse buying.The study expands the previous research on Internet impulse buying and has certain theoretical value and reference significance.