【摘要】：沖動(dòng)性購(gòu)買行為在我們的日常生活中越來越普遍,研究者也越來越關(guān)注消費(fèi)者的個(gè)性特質(zhì)對(duì)沖動(dòng)性購(gòu)買行為的影響,分別從解釋水平、自我建構(gòu)等心理學(xué)角度對(duì)沖動(dòng)性購(gòu)買行為的影響因素進(jìn)行了探討,但很少關(guān)注在不同情緒誘發(fā)下調(diào)節(jié)定向?qū)_動(dòng)性購(gòu)買行為的影響,對(duì)其內(nèi)在的影響機(jī)制也有待進(jìn)一步的實(shí)證研究�；诖�,本研究試圖通過三個(gè)實(shí)驗(yàn)探討在不同情緒誘發(fā)下調(diào)節(jié)定向?qū)_動(dòng)性購(gòu)買行為的影響機(jī)制。研究一以79名大學(xué)生為被試,采用單因素被試間設(shè)計(jì),以情緒(積極情緒、消極情緒、中性情緒)為自變量,探討不同情緒狀態(tài)對(duì)沖動(dòng)性購(gòu)買行為的影響。結(jié)果表明:積極組被試的沖動(dòng)性購(gòu)買行為水平顯著高于控制組;消極組被試的沖動(dòng)性購(gòu)買行為水平顯著高于控制組;積極組和消極組被試的沖動(dòng)性購(gòu)買行為水平之間的差異不顯著。研究二以101名大學(xué)生為被試,采用2(情緒:積極情緒,消極情緒)×2(特質(zhì)性調(diào)節(jié)定向類型:促進(jìn)定向,預(yù)防定向)被試間設(shè)計(jì),著重探討在不同情緒誘發(fā)下特質(zhì)性調(diào)節(jié)定向?qū)_動(dòng)性購(gòu)買行為的影響。研究結(jié)果發(fā)現(xiàn):特質(zhì)性調(diào)節(jié)定向與情緒之間有明顯的交互作用,也就是說,在積極情緒誘發(fā)下,特質(zhì)性促進(jìn)定向比預(yù)防定向的沖動(dòng)性購(gòu)買行為水平更高;在消極情緒誘發(fā)下,特質(zhì)性預(yù)防定向比促進(jìn)定向的沖動(dòng)性購(gòu)買行為水平更高。研究三以99名大學(xué)生為被試,采用2(情緒:積極情緒,消極情緒)×2(情境性調(diào)節(jié)定向類型:促進(jìn)定向,預(yù)防定向)被試間設(shè)計(jì),著重探討在不同情緒誘發(fā)下情境性調(diào)節(jié)定向?qū)_動(dòng)性購(gòu)買行為的影響。研究結(jié)果發(fā)現(xiàn):情境性調(diào)節(jié)定向與情緒之間有明顯的交互作用。進(jìn)一步分析發(fā)現(xiàn):在積極情緒誘發(fā)下,情境性促進(jìn)定向比預(yù)防定向的沖動(dòng)性購(gòu)買行為水平更高。
[Abstract]:Impulsive buying behavior is more and more common in our daily life, and researchers also pay more and more attention to the influence of consumers' personality traits on impulsive buying behavior. They discuss the influencing factors of impulsive buying behavior from the psychological point of view of explanation level, self-construction and so on, but pay little attention to the influence of regulating orientation on impulse buying behavior under different emotional inducements. The internal influence mechanism also needs further empirical research. Based on this, this study attempts to explore the mechanism of regulating orientation on impulse buying behavior under different emotional triggers through three experiments. In the first study, 79 college students were selected as subjects, single factor design was used, and emotion (positive emotion, negative emotion, neutral emotion) was used as independent variables to explore the effects of different emotional states on impulsive buying behavior. The results showed that the impulse buying behavior level of the active group was significantly higher than that of the control group, and that of the negative group was significantly higher than that of the control group, and there was no significant difference between the active group and the negative group. In the second study, 101 college students were selected as subjects. 2 (emotion: positive emotion, negative emotion) 脳 2 (special regulation orientation type: promoting orientation, prevention orientation) was designed, with emphasis on the influence of special regulation orientation on impulse buying behavior induced by different emotions. The results show that there is obvious interaction between special regulation orientation and emotion, that is to say, under the induction of positive emotion, the level of impulse buying behavior of characteristic promoting orientation is higher than that of preventive orientation, and under the induction of negative emotion, the level of characteristic preventive orientation is higher than that of promoting directional impulse buying behavior. In the third study, 99 college students were selected as subjects. 2 (emotion: positive emotion, negative emotion) 脳 2 (situational adjustment orientation type: promoting orientation, preventive orientation) was designed, and the influence of situational regulation orientation on impulse buying behavior induced by different emotions was discussed. The results show that there is obvious interaction between situational regulation orientation and emotion. Further analysis shows that under the induction of positive emotion, the level of situational orientation is higher than that of preventive directional impulse buying behavior.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55

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本文編號(hào)：2503045