Imagination Matters When You Shop Online: The Moderating Role of Mental Simulation Between Materialism and Online Impulsive Buying

Figures & data

Table 1 The Means and Correlations Between Materialism and Online Impulsive Buying in the Whole Sample and Subgroup Samples

Variables	Whole Sample (N=200)		Process Simulation (n=65)		Upward Outcome Simulation (n=69)		Downward Outcome Simulation (n=66)
	M	SD	M	SD	M	SD	M	SD
Materialism	39.48	7.24	38.02	7.02	39.19	7.02	41.23	7.43
Online impulsive buying	2.61	1.65	2.02	0.80	3.90	1.87	1.85	1.14
Correlations	r = 0.13, p = 0.06		r = –0.17, p = 0.18		r = 0.57, p < 0.001		r = –0.14, p = 0.25

Table 2 Online Impulsive Buying as A Function of Materialism and Mental Simulation

	Online Impulsive Buying
	B	SE	t	p	95% CI
Constant	2.21	0.43	5.15^***	< 0.001	[1.36, 3.06]
Control variable
Gender	0.23	0.23	1.00	0.318	[−0.23, 0.69]
Independent variable
Materialism	0.04	0.01	3.20**	0.002	[0.02, 0.06]
Moderate variable
Upward-process simulation	−1.91	0.22	−8.78***	< 0.001	[−2.33, −1.48]
Upward-downward simulation	−2.04	0.21	−9.62^***	< 0.001	[−2.45, −1.62]
Interaction
Materialism×upward-process simulation	−0.17	0.03	−5.51***	< 0.001	[−0.23, −0.11]
Materialism×upward-downward simulation	−0.17	0.03	−5.89***	< 0.001	[−0.23, −0.11]

Notes: ** and *** indicate statistically significant.

Figure 1 Moderating effect of mental simulation on the relationship between materialism and online impulsive buying.

Abbreviation: SD, standard deviation.