Analysis of the Relationship between Social Conformity Psychology and Impulsive Online Shopping

Abstract

Conformity psychology is a very ordinary social phenomenon. For modern people, their conformity psychology will be manifested in many aspects, such as consumption, life, work, etc. Especially in consumption, serious conformity mentality will easily lead to impulsive consumption behavior. Due to the change in payment methods, consumers do not need to carry cash when they are shopping, they only need to use mobile phones, through WeChat or Alipay scanning code to complete the payment. The emergence of these diversified and convenient payment methods makes the incidence of impulsive consumption increase year by year. Under the social background of impulsive online shopping, this paper analyzes the causes of social conformity behaviors and  lists the situation that impulse online shopping often appears. While analyzing the reasons, this paper also puts forward some opinions on how to reduce the impulsive online shopping. Studying the above phenomenon can help consumers to plan their consumption behavior more reasonably and make contributions to the virtuous cycle of social consumption.