The Study of the Effect of Virtual Brand Community Interaction on Impulse Buying: The Moderating Role of Self-Construal ()
ABSTRACT
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 plays a
positive moderate role between the virtual brand community interaction and
impulse buying, and the independent self-construal plays a
negative moderate role between the virtual brand community interaction and
impulse buying.
Share and Cite:
Liu, C. and Liu, F. (2020) The Study of the Effect of Virtual Brand Community Interaction on Impulse Buying: The Moderating Role of Self-Construal.
Open Journal of Business and Management,
8, 414-427. doi:
10.4236/ojbm.2020.82026.