A Study of Mechanism about Mood Influencing Impulsive Buying

As one type of general buying behaviors, impulsive buying is affected by many factors. Mood is one of the important factors, but the mechanism through which mood affect impulse buying has not been thoroughly explored. Based on referencing related theories, a new mechanism called impairing self-control was put forward and integrated with other mechanisms reasonably. At the end of this paper, the model and hypothesis advanced were verified by empirical research