An Exploration of the Relationship Between Consumption Plans and Impulse Buying Through the Lens of Framing Effect

DOI

10.2991/978-2-494069-31-2_393How to use a DOI?

Keywords

Impulse buying; Framing effect; Consumption plan; Promotion activities; Emotion and time

Abstract

Impulsive buying behaviour has been a key part of consumer pattern analysis, recently with the development of online purchases, this behaviour has been exacerbated given the impulse nature of online purchases. This paper aims to combine impulsive buying behaviour with the “framing effect” in psychology, this paper analyzes the motivation factors of the impulsive buying behavior, and discusses its causes from three aspects: business level, time period level, and emotional level. Through the collection of quantitative data in the form of questionnaires, this paper investigates and analyzes the impulse buying of different groups, which is divided into two parts: “making consumption planning” and “not making consumption planning”. Through data analysis, this paper discusses which factors have the greatest impact on impulse buying behavior in an online purchasing environment. The results show that consumers are most vulnerable to the temptation of merchants’ price reduction promotions; Whether planned or not, it has no effect on impulse buying. However, in price reduction and promotion, people with plans are more likely to consume impulsively; Consumers are most likely to spend impulsively during nighttime.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiangyu Gao
AU  - Yuxuan Jiang
AU  - Danxue Zhang
PY  - 2022
DA  - 2022/12/29
TI  - An Exploration of the Relationship Between Consumption Plans and Impulse Buying Through the Lens of Framing Effect
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 3340
EP  - 3355
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_393
DO  - 10.2991/978-2-494069-31-2_393
ID  - Gao2022
ER  -