On-line Purchase Behavior Research Design Based on Ego-depletion Theory

Abstract

People have more choices when they have a purchase behavior in this on-line era. Hypothesis in this paper is: If we have more merchandise to choose, it will accelerate our cognitive resources; then it will increase ego-depletion; assumption of cognitive resources and ego-depletion cause negative relation to self-control; which will lead to more purchase. The conclusion results in more goods choices leads to more purchase.