Chinese’ Impulsive Shopping Behavior in a Post-Pandemic Era: Exploring the Impact of Long-Term Orientation on Self Control, and Utilitarian and Hedonic Shopping Values

Based on previous premises, the present study proposed a model that aims to understand consumers’ impulsive shopping behavior in China. This study takes into consideration the cultural core value of long-term orientation of Chinese consumers to explore the moderating role of hedonic value, utilitarian value, and self-control on impulsive buying behavior. An online survey was employed using a convenience national sample in China. A total sample of 237 was collected and used to test the proposed model and hypotheses. Theoretically, the study provides an alternative model that explains the role of hedonic value, utilitarian value, and self-control on impulsive online-buying behavior. In addition, the findings showed a nested model indicating a relationship between hedonic and utilitarian values exists. Finally, it was concluded that mediating impact of hedonic shopping value is predictor of impulsive behavior of long-term oriented Chinese consumers.