Relationship of Conformity with Adolescent Impulsion Buying Behavior on Fashion Products in Marketplace with Self-Control as a Moderating Variable

Abstract

The aim of this study is to determine the effect of conformity on adolescent impulsive buying behavior on fashion products in the marketplace moderated by self-control. The research method used in this research is quantitative. The data collection used in this research is by sharing the questionnaire in the form of Google Form starts from July to September. The researchers use non-probability sampling method with voluntary response sampling. Respondents in this study are 150 teenagers. The data analysis technique used in this research is multiple linear regression analysis. Based on the results of data analysis carried out, it is found that there is a significant relationship between conformity to adolescent impulsive buying behavior. Furthermore, the self-control variable as a moderating variable also has a significant effect on the independent and dependent variables in this study. The results of the study found that the conformity variable (X) simultaneously affected the impulsive buying variable (Y) by 73.1%, while 26.9% is influenced by other variables outside the regression equation or variables that are not examined. Other than that, the self-control as the moderation variable can moderate the effect between conformity and impulse buying in adolescents. For further research, there needs other variables that can be conducted to know what affects impulse buying with conducting to other types of society other than an adolescent.

The mood effect in relation to impulsive online buying behavior

“…The results were consistent with the theoretical proposition: individuals who are in a negative mood and have high self‐control, which is an individual characteristic, end up disconnecting this characteristic from their decisions and focusing on adjusting their mood through consumption (Dittmar, 2005); therefore, the level of impulsivity increases in this context and decreases when self‐control is low. This demonstrates only that the regulation of mood (Horváth & Adıgüzel, 2018) is a more important factor for the individual than its response to the social norms according their characteristics of self‐control (Adri et al, 2021).…”

“…Thus, for an individual who has high self‐control and adjusts their emotions, decisions, and so on (Adri et al, 2021; Ramadan et al, 2021), in a critical moment of negative mood resulting from a loss, or failure to achieve a goal or personal need, the rational behavior will change (Baumeister, 2002; Becker et al, 2019; Nigg, 2017; Vosgerau et al, 2020) based on the negative mood, which the consumer is able to actively adjust (Horváth & Adıgüzel, 2018); thus, high self‐control is a justification for the consumer to have a higher level of impulsivity (Baumeister, 2002; Ramadan et al, 2021). For a graphical presentation of these effects, see Figure 4.…”

“…Thus, Study 3a developed the analysis according to the individual's self‐control, which is related to containing, altering, or adapting responses and actions that individuals perform in their surrounding environment (Baumeister & Alquist, 2009). This characteristic makes individuals more controlled, allowing impulses to be blocked (Adri et al, 2021; Baumeister, 2002; Victoria et al, 2021).…”

“…For people who are in a positive mood, the relationships of self‐control act in a logical and coherent way with the characteristic of self‐control itself. People with low self‐control will have greater impulsiveness since they feel they deserve to consume and to be able to enjoy the sense of satisfaction and fulfillment that positive mood brings (Adri et al, 2021; Dittmar, 2005; Verplanken & Sato, 2011), while those individuals with high self‐control will reduce their impulsiveness via the characteristic of rationality depending on the need (or not) to consume without planning (Baumeister & Alquist, 2009; Ramadan et al, 2021). Based on this discussion, it is hypothesized that:Hypothesis When a consumer is in a situation that leads to a negative (positive) mood, the level of the consumer's impulsivity will be high (low) if the consumer has high self‐control, but it will be low (high) if the consumer has low self‐control .…”

“…Taking into account the effect of the mood state being moderated by the consumption environment, which in turn modifies the effect of impulsivity in the individual, the present study seeks to expand extant research by evaluating the product categories (utilitarian and hedonic; Indrawati et al, 2022; Paramitha et al, 2022; Widagdo & Roz, 2021; Yap & Depari, 2022) and characteristics of consumers (self‐control and social value; Adri et al, 2021; Ramadan et al, 2021; Yang et al, 2021) for which these mood state scenarios modify impulsiveness when accessing consumption in the online environment alone.…”