The Study of the Effect of Virtual Brand Community Interaction on Impulse Buying: The Moderating Role of Self-Construal

摘要

With the rise of community marketing, it is particularly important for enterprises and the development of community economy to understand consumers’ consumption behavior in the community environment. In addition, impulse buying has attracted more and more attention because of its universality, and it has become an important marketing channel to promote consumers’ impulsivity purchase. Based on the theory of social identity and from the perspective of interaction mechanism, this paper empirically discusses the three dimensions of virtual brand community interaction, namely the action mechanism of the human-machine interaction, information interaction and interpersonal interaction on impulse buying, and introduces self-construal as a moderating variable for further exploration. The results show that the three dimensions of virtual brand community interaction have a significant positive impact on impulse buying. The interdependent self-construal play s a positive moderate role between the virtual brand community interaction and impulse buying, and the independent self-construal play s a negative moderate role between the virtual brand community interaction and impulse buying.