Did Internet Use Enhance People’s Impulsive Consumption? —— Based on the Theoretical Perspective of the “Digital Divide”

Abstract

Internet use promotes consumers’ consumption behaviours, including impulsive consumption and non-impulsive consumption, but different Internet uses may promote different consumption behaviours. From the perspective of the “digital divide” in Internet use, this paper analyses the effects and mechanisms of Internet use and different modes of Internet use on individual impulsive consumption and non-impulsive consumption using relevant survey data. This study found that the probability of Internet users’ consumption behaviour is higher than that of non-Internet users. Social use has a significant positive effect on both Internet use and consumption behaviour and has a greater effect on promoting non-impulsive consumption, but the mediating effect between the two is the same. Recreational use has a significant impact on impulsive consumption, and there is a complete mediating effect between Internet use and impulsive consumption. Instrumental use has a significant impact on non-impulsive consumption, and there is a mediating effect between Internet use and non-impulsive consumption.