The Influence Of Emotion On College Students’ Impulse Purchase: The Intermediary Role Of Self-control

With the increasingly diversified consumption orientation,especially the increasing frequency of Internet use in our lives,consumption habits have changed.People’s impulsive consumption behavior is becoming more and more serious because of the diversification of sales promotion methods.Although enjoying the convenience brought by the current shopping environment,while shopping convenience,the number of "hand cutters" has increased dramatically,and the theory corresponding to this phenomenon is impulse purchase.Through a large number of studies,it has been proved that among the many factors that trigger impulsive purchase behavior,compared with external factors such as shopping environment and shopping convenience,consumer psychological factors as internal factors have a more important impact.At the same time,consumers’ own emotional characteristics and internal self-control have a greater impact on impulsive purchase,that is,emotions and self-control have a significant impact on impulsive purchase,but these studies have not yet systematically verified self-control as an intermediary variable,and scholars have few case studies on college student groups.In view of this,this study takes self-control as an intermediary variable and selects college students to study the relationship between different emotions and impulsive purchase.In the study,we used the Impulsive Buying Tendency Scale prepared by Jing Fengjie and Yue Hailong(2005),the Positive and Negative Emotion Scale(PANAS)prepared by Watson,and the Self-control Scale for College Students revised by Tan Shuhua and Guo Yongyu(2008)as research tools to verify the research hypothesis through statistical analysis,reliability analysis and other methods,and put forward suggestions for effective intervention of college students’ impulsive shopping behavior.The research conclusions of this paper are as follows:1.There are differences in the demographic variables of college students’ impulse purchase.2.College students’ emotion has a significant positive impact on impulsive purchase.3.College students’ emotions have a significant negative impact on self-control.4.College students’ self-control has a significant negative impact on impulsive purchase.5.College students’ self-control plays an intermediary role in the influence of emotion on impulsive purchase.