Y-Generation Digital Natives' Impulsive Buying Behavior

This paper attempted to explore what cause Y-Generation digital natives' impulsive buying. Some valuable conclusions were found by the survey and statistical analysis. Panic atmosphere is the reason of the Y-generation digital natives' impulsive buying. Materialism, vanity trait and emotion have significant positive effects on Y-generation digital natives' impulsive buying. The participation has a moderate effect on Y-generation digital natives' impulsive buying, and regulation effects of achievement perception and emotion are significant. Demographic variables have influence on the Y-generation digital natives' online spending and impulsive buying.