Hsiao, C. H., Tsai, C. F., and Hsu, Y. H. 2012. The Influences of Self-construal and Regulatory Focus on Impulsive Buying Behavior. NTU Management Review, 23 (1): 119-150. https://doi.org/10.6226/NTURM2012.MAY.M5
Chih-Hui Hsiao, Associate Professor, Graduate Institute of Marketing and Logistics, National Chiayi University
Chin-Fa Tsai, Assistant Professor, Department of Business Administration, National Chiayi University
Ya-Han Hsu, Graduate Student, Graduate Institute of Marketing and Logistics, National Chiayi University
Abstract
There is rare research on consumers’ self-construal and impulsive buying behavior. The aim of this study is to investigate the influence of self-construal and regulatory focus on consumers’ impulsive buying behavior. Thus, a 2 (self-construal: dependent self-construal or independent self-construal) ×2 (regulatory focus: promotion focus or prevention focus) between-subjects design is used and 183 undergraduate students are our subjects. The results are as follows. First, when independent self construal is stimulated, consumers tend to have impulsive purchasing behavior. Second, the consumers tend to have impulsive purchasing behavior when provided with promotion-focus information. Third, there are significant interactions between self-construal and regulatory focus on impulsive purchasing behavior. Independent consumers tend to have impulsive purchasing behavior when provided with promotion-focus information. However, dependent consumers tend to have impulsive purchasing behavior when provided with prevention-focus information.
Keywords
self-construal regulatory focus impulsive buying