S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
To Be Liked or To Be Right? The Effect of the Predominant Self-Discrepancy on Impulse Buying
지배적인 자아불일치성이 충동구매에 미치는 영향 -사회 영향에 대한 민감성의 조절효과와 보상 욕구의 매개효과를 중심으로
- Ren Meina
- Issue Date
- 서울대학교 대학원
- The predominant self-discrepancy ; Susceptibility to social influence ; Desire to compensate ; Impulse buying
- 학위논문(석사)--서울대학교 대학원 :경영대학 경영학과,2019. 8. 이경미.
- There are several pieces of research in impulse buying behavior, assuming that the Individual factors can best explain it. Nowadays, however, with the rapid pace of social, environmental change, the factors affecting consumer behavior are more various and complex than before. This article explores some important individual variables that will induce impulse buying, either consciously or unconsciously, such as, self-discrepancy and susceptibility to social influence. Here, I hypothesize that different types of predominant self-discrepancy will lead to differences in impulse buying tendency both in fully and partially through a desire to compensate. Besides, individuals susceptibility to social influence may moderate the effects of the predominant self-discrepancy on impulse buying tendency both directly and indirectly. All predictions established with the study with a sample of participants in China.