The effect of self-construction on impulse buying: Based on the adjustment effect of discount uncertainty

The consumption concept of modern people is quite different. Compared with the past, they are more impulsive, more pursued and have a sense of enjoyment. Impulsive buying is a highly neuro-excited behavior that makes purchasing decisions in a short period of time. Consumers are highly nervous when acquiring items, but they may feel guilty and regret after consumption. This is a kind of behavior-unplanned before purchase, excitement during purchase, regret after purchase, this complex psychological change has aroused the research interest of many scholars at home and abroad. This dissertation takes self as the starting point for research and divides self-construction into four dimensions: group-self, self-expression, self-pleasure, self-realization, combined with emotional attachment, explores the formation mechanism of impulsive buying, in addition to study the moderating influence of discount uncertainty on impulsive buying behavior, and divide the moderating variable of discount uncertainty into three scenarios: scenario one is deterministic discount, scenario two is uncertainty discount, and scenario three is large scale Uncertainty discounts, trying to explain why people have the impulse to consume. The results of the study found that: the four constructs of self-construction are significantly positively correlated with emotional attachment; emotional attachment is significantly positively correlated with impulsive purchases; emotional attachment acts as a bridge between self-construction and impulsive purchases; the uncertainty of discounts has a moderating influence on the path from affective attachment to impulse buying.