The Role of Chronic Promotion Focus in Impulse Buying behavior

摘要：

Focusing on Chinese consumers, this research shows that chronic promotion focus directly affects both self-control trait and impulse buying tendency positively. And the total effect of chronic promotion focus on impulse buying is statistically non-significant. This study reveals that chronic promotion focus which reflects a general underlying human need for growth and aspiration plays an important role in the process of impulse buying. The findings suggest that consumers who with higher chronic promotion focus are the real highly impulsive buyers.

关键词： impulse buying behavior chronic promotion focus impulse buying tendency self-control trait

作者: Fengjie Jing Suhong Xiong

作者单位: Management School, Huazhong University of Science and Technology, Wuhan, 430074, China

会议类型: 国际会议

会议名称: 第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)

会议地点: 武汉

会议语种:英文

页码: 2477-2483

在线出版日期: 2009-05-30（万方平台首次上网日期，不代表论文的发表时间）