The Study On Impulsive Purchase Behavior Based On Product Involvement And Regulatory Focus

Impulsive buying has always been a common phenomenon in the process of human consumption.In recent years,with the rapid development of mobile e-commerce,consumers have gradually become accustomed to using mobile terminals for shopping.In this context,the research on online impulsive buying has gradually attracted attention from the theoretical and practical circles.Different from the previous view,the current theoretical research on impulsive buying is not limited to its “negative” effects,but more concerned about the internal mechanism that produces this behavior,so as to provide theoretical basis for how to properly guide its negative effects.On the basis of inheriting predecessors' research on impulsive buying,this article sorts out related research on impulsive buying.Taking consumer online shopping as the research background,this paper combs the informatics and cognitive psychology theoretical literature such as regulatory focus and S-O-R theory.Taking online product information(detail information and review information)as the antecedent variable,consumer trust as an intermediary variable for online product information and impulsive buying,and introducing an important factor of individual information processing paths-product involvement as a moderating variable between online product information and consumer trust,and the regulatory focus as a moderator between consumer trust and impulsive buying behavior.This research designed questionnaires for consumers' impulse purchase behaviors in different scenarios(mobile phone scenario/charged battery scenario)according to the predecessor' s authoritative scale,and conducted a questionnaire survey among undergraduate,master and doctoral students,and finally obtained valid data 739;Based on the research methods of data statistics and structural equations,and using data analysis software such as SPSS and AMOS to analyze the valid questionnaires,the research conclusions are as follows:(1)Online product information is positively affecting consumer trust.(2)Online product information is positively affecting impulsive buying.(3)Consumer trust positively affects impulsive buying.(4)Consumer trust plays an intermediary role between online product information and impulsive buying.(5)Product involvement adjusts the impact of online product information on consumer trust.The impact of review information on consumer trust in the high product involvement scenario is greater than the impact of review information on consumer trust in the low product involvement scenario,and the impact of detailed information on consumer trust in the scenario of low product involvement is greater than the impact of detailed information on consumer trust in the scenario of high product involvement.(6)Individual regulatory focus adjusts the impact of consumer trust on impulsive buying.