关键词: 权力, 权力感, 冲动购买, 购买冲动特质, 接近-抑制理论, 社会距离理论

Abstract: The approach-inhibition theory and the social distance theory of power support different predictions on the question of how power affects impulse buying. However, there is no empirical research directly testing the above two theories thus far. Therefore, the present research aimed to explore the influence of power and buying impulsiveness trait on impulse buying to answer the basic research question of “Having or Lacking Power Leads to Impulse Buying?”. From the perspective of self-control, we hypothesize that lacking power would lead to impulse buying, even for the individuals with low buying impulsiveness trait. Furthermore, based on the approach-inhibition theory of power, we hypothesize that although having power is not directly related to impulse buying, it can facilitate the conversion of consumers' buying impulsiveness trait into real impulse buying behavior. That is, when having power, the consumers with high buying impulsiveness trait would show more impulse buying behaviors than the consumers with low buying impulsiveness trait.
Three studies were conducted to test our hypotheses. Study 1 explored the correlation between individuals' trait sense of power and willingness to make impulse buying. A total of 106 college students participated in the study, and the results showed a negative correlation between participants' scores on the sense of power scale and their willingness to purchase in an impulse buying situation(r = -.23, p < .05). The results of the regression analysis showed that, after controlling for the effect of cost of living and gender, the results remained significant (β = -.237, SE = .10, p < .05, 95%CI = [-.43, -.04]).
In Study 2, we manipulated the power (high vs. baseline vs. low) by the recalling method, measuring the number of products bought and money spent by participants in a more implicit impulse buying scenario. After controlling the potential influences of the trait sense of power and cost of living and gender, the results for 173 participants showed that the low-power participants spent more money, F(2, 167) = 2.88, p = .059, η_p² = .033, and bought more products, F(2, 167) = 5.55, p < .01, η_p² = .062. The results of study 1 and 2 showed that low power promotes consumers' impulse buying.
Study 3 introduced buying impulsiveness trait to explore its interaction with power on impulse buying. Power was manipulated through the role-play imagination. Consistent with Study 2, the results showed that the low-power group spent more money (β = -14.793, SE = 4.13, p < .001, 95%CI = [-22.96, -6.62]) and bought more products (β = -2.002, SE = .53, p < .001, 95%CI = [-3.04, -.96]) than the high-power group. In addition, the interaction between power and buying impulsiveness trait was significant on the quantity of purchase indicator (β = 1.917, SE = .83, p < .05, 95%CI = [.27, 3.56]), low-power individuals regardless of buying impulsiveness traits made more impulse buying(β = -.398, SE = .62, p > .05, 95%CI = [-1.63, .83]); impulsive buying traits of high-powered individuals can predict impulse buying(β = 1.518, SE = .56, p < .01, 95%CI = [.41, 2.67]).
Our hypotheses were supported. The current research clarifies, for the first time, that it is low power that leads to impulse buying, which demonstrates that the social distance theory of power has more explanatory power on the directional issue of power affecting impulse buying. Furthermore, from the perspective of approach-inhibition theory, although the findings showed that high power does not promote impulse buying, it can facilitate the conversion of consumers' buying impulsiveness trait into real impulse buying behavior. That is, when having power, the consumers with high buying impulsiveness trait would show more impulse buying behaviors than the consumers with low buying impulsiveness trait.

Key words: power, sense of power, impulse buying, buying impulsiveness trait, approach-inhibition theory, social distance theory