With the rise of community marketing, it is particularly important forenterprises and the development of community economy to understand consumers’consumption behavior in the community environment. In addition, impulse buyinghas attracted more and more attention because of its universality, and it hasbecome an important marketing channel to promote consumers’ impulsivitypurchase. Based on the theory of social identity and from the perspective ofinteraction mechanism, this paper empirically discusses the three dimensions ofvirtual brand community interaction, namely the action mechanism of thehuman-machine interaction, information interaction and interpersonalinteraction on impulse buying, and introduces self-construal as a moderatingvariable for further exploration. The results show that the three dimensions ofvirtual brand community interaction have a significant positive impact onimpulse buying. The interdependent self-construal plays apositive moderate role between the virtual brand community interaction andimpulse buying, and the independent self-construal plays anegative moderate role between the virtual brand community interaction andimpulse buying.
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