Font Size: a A A

The Relationship Between Self-control And Impulse Buying:The Moderating Roles Of Family Socioeconomic Status And Group Buying

Posted on:2023-04-13Degree:MasterType:Thesis
Country:ChinaCandidate:X R LiuFull Text:PDF
GTID:2555306785987779Subject:Applied psychology
Abstract/Summary:PDF Full Text Request
Impulsive buying is a complex buying behavior of consumers,which has the characteristics of sudden,difficult to restrain and hedonic.Self-control is an important part of the self-psychological structure.It plays an important role in impulsive buying as an individual’s ability to consciously control impulsive behavior and resist immediate needs and desires.The appearance of impulse buying is usually caused by the failure of self-control.Obviously,there is a negative relationship between self-control and impulse buying,but the maintenance of this relationship also needs to consider other environmental factors.From a longitudinal perspective,family environment is an important variable that breeds an individual’s initial consumption pattern,and the socioeconomic status of a family directly affects the quantity and quality of an individual’s consumption;from a horizontal perspective,a specific purchase behavior of an individual occurs in a certain social environment.For young consumers,it is a common phenomenon to go shopping with classmates and friends.Therefore,the purpose of this study was to investigate the relationship between self-control and impulse buying,and the roles of family socioeconomic status and group buying in this relationship respectively.Based on this,three studies were conducted to explore the moderating roles of family socioeconomic status and group buying in the relationship between self-control and impulsive buying.Study 1 explores the relationship between trait self-control and impulsive buying based on the psychometric model from the perspective of stable personality traits,and family socioeconomic status as a long-term stable variable,whether it plays a moderating role in the relationship.The "College Student Self-Control Scale","Family Socioeconomic Status Questionnaire" and "Chinese Consumers’ Impulsive Buying Tendency Scale" were used as research tools,a total of 319 undergraduate and postgraduate students from a university in Northwest China were randomly selected as the research subjects.The results showed that there was a significant negative correlation between trait self-control and impulsive buying,and objective family socioeconomic status played a moderating role in the negative correlation.Individuals from higher family socioeconomic status,the lower level of trait self-control,will the higher impulsive buying.Study 2 aimed to explore the relationship between state self-control and impulsive buying from the perspective of actionable states based on an experimental model,and whether group buying,as a context-initiated variable,moderates the relationship between state self-control and impulsive buying.Using a two-factor between-subjects design of 2(ego depletion vs no ego depletion)× 2(positive peer advice vs negative peer advice),a total of 148 undergraduate and postgraduate students from a university in Northwest China were randomly selected as the research subjects.The independent variable is state self-control,including ego depletion and no ego depletion;the moderating variable is group buying,manipulated in a simulated situation;the dependent variables are impulse buying tendency and behavior.The results showed that group buying has a significant moderating effect on the relationship between state self-control and impulsive buying.Positive peer advice can alleviate the impact of ego depletion on the impulse buying of individuals,while negative peer advice can significantly promote the impulse buying of individuals.In the third study,semi-structured interview was used in the natural contexts,return the research issues to concrete life through interviews,concretize and visualize the above abstract relationship according to the concrete examples described by the interviewees,it allows us to have a deeper interpretation of the impulse buying phenomenon of college students from the perspective of real life,and reflects the ecological validity of this study.And 16 undergraduate and postgraduate students from a university in Northwest China were randomly selected to conduct face-to-face semi-structured interviews.The interview data showed that the individuals with higher levels of self-control are better able to control their desires,such as insisting on getting up early and staying in shape;Girls are more likely to make impulsive purchases of clothing items,while boys are more likely to feel a stronger desire to buy electronic products;Individuals with higher levels of self-control have fewer impulse buying experiences;Individuals with higher family economic status have more impulse buying experiences,but this is affected by individual differences,individuals with higher levels of self-control,regardless of their family economic status,expressed fewer impulse buying experiences;Individuals with lower levels of self-control expressed a tendency to rely more on peer advice when shopping with companions,but negative peer advice can prompt individuals to make impulsive buying decisions.The following conclusions are drawn from the above research: Quantitative studies have shown that self-control and impulse buying are directly related and are moderated by family socioeconomic status and group buying.It is shown that individuals with higher family socioeconomic status,the lower their trait self-control level,the higher the impulsive buying;Positive peer advice mitigates the effect of ego depletion on impulsive buying,while negative peer advice promotes the effect of ego depletion on impulsive buying.The interview further verified the relationship between self-control and impulsive buying from an ecological perspective,and the moderating role of family socioeconomic status and group buying in the relationship.
Keywords/Search Tags:self-control, family socioeconomic status, group buying, impulse buying
PDF Full Text Request
Related items