Abstract
Considering Chinese consumers' long-term orientation (LTO) cultural core values, this work puts forward a model to understand Chinese consumers' impulsive shopping behavior. It conducts an online survey using a convenient national sample by exploring the regulatory effects of hedonic shopping value (HSV), utilitarian shopping value (USV), long-term orientation and self-control on impulsive shopping behavior. The questionnaire survey was distributed online to consumers. The researchers collected a sample of 237 participants between 25 and 44 years old. Cronbach's alphas of LTO, HSV, and USV are 0.89, 0.86, and 0.89, showing high reliability. Using a structural equation model, the data analysis tested the path coefficients between variables. Theoretically, this work provides an alternative model to explain the effects of HSV, USV, and self-control on impulsive online shopping behavior. In addition, the results show a nested model indicating the relationship between HSV and USV. Finally, according to the research prospect, the conclusion is drawn that the regulatory role of HSV is a predictor of Chinese LTO consumers' impulsive behavior.
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The datasets generated during and/or analyzed during the current study are available from the corresponding author on reasonable request.
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Wang, P., Chapa, S. & Zhai, Y. Long-term orientation to impulsive buying behavior: A mediation model examining demographic factors differences. Curr Psychol 42, 28900–28910 (2023). https://doi.org/10.1007/s12144-022-03935-w
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DOI: https://doi.org/10.1007/s12144-022-03935-w