The effect of emotion regulation and self-identity style on individual's impulsive buying intention
碩士 === 東吳大學 === 心理學系 === 101 === The main purpose of this study was to examine the effect of emotion regulation and identity style and the interaction effect of these two variables on impulsive buying intention. There were 134 undergraduate students classified based on their identity style as inform...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/41199376986543905166 |
| Summary: | 碩士 === 東吳大學 === 心理學系 === 101 === The main purpose of this study was to examine the effect of emotion regulation and identity style and the interaction effect of these two variables on impulsive buying intention. There were 134 undergraduate students classified based on their identity style as information-oriented identity style or diffuse/avoidant oriented identity style. They were randomly assigned to 2 different experimental conditions classified by mood improving after buying and getting downgrading after buying.
Results summarized as below. (1) There is a main effect of emotion regulation on impulsive buying intention. The mood improving buying situation inspires higher IBI than mood downgrading buying situation. (2) The effect of self-identity style on impulsive buying intention is not significant. (3) The interaction effect of emotion regulation and self-identity on impulsive buying is not significant.
The author classified participants into information-oriented identity style/ non information-oriented identity style, the interaction effect of emotion regulation and self-identity on impulsive buying is significant. Information-oriented identity style participants had higher IBI for positive mood changing after buying than diffuse/avoidant oriented identity style participants.
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