Based on the theory of symbolic consumption and the theory of reasoned action, this study aims to explore how “self-pleasure” (self-satisfaction) and “pleasing others” (social identity) influence impulsive consumption within the context of “Guzi” consumption in anime and manga culture while examining the moderating role of stress.
Data were collected via questionnaires administered to 543 respondents who had previous “Guzi” purchasing experience. Structural equation modeling (SEM) was employed to analyze the data.
This study reveals that both self-satisfaction and social identity have positive impacts on impulsive purchase intention, with social identity exerting a stronger influence. Impulsive purchase intention significantly and fully mediates the effects of self-satisfaction and social identity on impulsive purchase behavior. Additionally, stress exhibits varying moderating effects across different paths. Specifically, it significantly strengthens the impact of self-satisfaction on purchase intention only in high-stress situations. Social identity, however, has significant effects on impulsive purchase intention in both high- and low-stress situations, with its impact being more intense under high-stress conditions.
This study is amongst the first that specifically focuses on “Guzi” consumption in China, offering novel insights into the psychological mechanisms underlying impulsive consumption within the context of anime and manga culture.
