Based on social constructionist theory and self-discrepancy theory, this study explores the influence of avatar identification on impulsive buying tendency of mobile game players, and the effect of mindfulness and self-control.An online anonymous survey was conducted on mobile game players using the Avatar Identity Scale, Mindfulness Scale, Self Control Scale, and Impulsive Purchase Intention Scale. A total of 380 valid questionnaires were gathered and empirical analysis was conducted by regression analysis method. The findings demonstrate that mobile gaming players’ identification of their avatars has a positive promoting effect on their impulsive buying tendency. Mindfulness performs a simple mediating role between avatar identity and impulsive buying tendency. Self-control and mindfulness work together to play a chain mediating function between impulsive purchasing tendency and avatar identity. Both of them are masking effects.