The dark side of online food delivery: Evidence of impulsive consumption behavior

Impulsive consumption in the online food delivery scenario has received increasing attention from academia, but the mechanism by which individual differences affect this behavior remains unclear. Based on Prospect Theory and Self-Control Theory, this study explores the impact of price sensitivity on impulsive consumption, and clarifies the psychological mechanism and boundary conditions of the interaction between the two. Through three scenario experiments, this study finds that individuals with higher price sensitivity have stronger impulsive consumption tendencies. Further analysis shows that coupon proneness plays a partial mediating role between the two: price-sensitive consumers are more likely to notice coupon-type promotions and attach importance to their value, which in turn reinforces impulsive consumption. In addition, self-control can weaken the positive correlation between price sensitivity and coupon proneness, but cannot significantly reduce the direct impact of price sensitivity on impulsive consumption. The above results indicate that although self-regulation can reduce individuals' responses to promotional cues, once consumption impulses are triggered, the restraining ability of self-control on behavior is relatively limited. Overall, this study clarifies the psychological path through which price sensitivity acts on impulsive consumption, and expands the combined application of Prospect Theory and Self-Control Theory in the digital catering consumption scenario.