The Influence Of Ego Depletion And Sense Of Power On Impulsive Buying Behavior Of High School Students

People’s life is inseparable from consumption.Impulsive consumption behavior is particularly common in people’s life,and shows a trend of younger age.There are more studies on middle school students,but relatively few studies on high school students.There are many factors influencing impulsive consumption,mainly divided into internal and external factors,among which the internal factors play a decisive role in the impulsive consumption of consumers.The purpose of this study is to explore the influence of ego depletion and power on high school students’ impulsive buying behavior.This study will be divided into two parts,one for impulsive purchasing behavior of high school students and discusses the loss of self and the relationship between power and impulsive purchase behavior,respectively,the current situation of the compulsive purchase behavior and related research,through the impulsive purchase tendency questionnaire,loss of self and power scale,the results showed that:（1）Impulsive buying occurred among 42 percent of high school students surveyed;（2）Ego depletion is positively correlated with the impulsive buying behavior of senior high school students,namely,the higher the level of ego depletion is,the more likely the impulsive buying behavior is;（3）The sense of power is negatively correlated with the impulsive buying behavior of senior high school students,that is,the higher the level of sense of power,the less possibility of impulsive buying behavior;（4）There is a negative correlation between ego depletion and sense of power.Based on the first study,the second study explored the internal influencing mechanism and conducted an experimental study on the impact of ego depletion and power on high school students’ impulsive buying behavior.Study 2 contains two experiments.Experiment 1 for self loss influence on high school students’ impulsive purchase behavior,using the single factor design between subjects,the independent variable is loss of self（ego loss type: high vs.low loss losses）,use the hand of the philistines writing methods manipulation,the dependent variable for impulsive purchasing behavior,using the simulation projection measurement,the results show that the（5）People with high ego depletion are more likely to have impulsive buying behavior than those with low ego depletion;Experiment 2 investigate whether after joining power variables can reduce the loss of self and the effect of impulsive buying behavior,reduce the high school students to explore the ego and power dissipation on impulsive purchasing behavior,the influence of high school students by using two factors between subjects design,the independent variable is loss of self（high vs.low loss losses）x power("E-crossing" and "recall" were used respectively.The dependent variable was impulsive buying behavior,which was measured by scenario simulation projection method.The results showed that:（6）Ego depletion and sense of power have an impact on impulsive buying behavior.At the level of high sense of power,low ego depletion produces less impulsive buying behavior than high ego depletion.In other words,high sense of power can mitigate the impact of ego depletion on impulsive buying behavior.At the level of low sense of power,low sense of ego depletion produces less impulsive buying behavior than high sense of ego depletion,that is,low sense of power can promote the influence of ego depletion on impulsive buying behavior.Conclusions :（1）Impulsive buying occurred in 42 percent of high school students.（2）Ego depletion and sense of power have positive and negative predictive effects on high school students’ impulsive buying behavior,namely,high ego depletion and low sense of power are more likely to have impulsive buying behavior.（3）Ego depletion and sense of power have an impact on the impulsive buying behavior of high school students,namely,high ego depletion and low sense of power are more likely to produce impulsive buying behavior;At the high level of power,low ego depletion produces less impulsive buying behavior than high ego depletion.At the low level of power,the difference is not significant.