不同情绪诱发下调节定向对冲动性购买行为的影响

发布时间：2019-06-20 07:33

【摘要】：冲动性购买行为在我们的日常生活中越来越普遍,研究者也越来越关注消费者的个性特质对冲动性购买行为的影响,分别从解释水平、自我建构等心理学角度对冲动性购买行为的影响因素进行了探讨,但很少关注在不同情绪诱发下调节定向对冲动性购买行为的影响,对其内在的影响机制也有待进一步的实证研究。基于此,本研究试图通过三个实验探讨在不同情绪诱发下调节定向对冲动性购买行为的影响机制。研究一以79名大学生为被试,采用单因素被试间设计,以情绪(积极情绪、消极情绪、中性情绪)为自变量,探讨不同情绪状态对冲动性购买行为的影响。结果表明:积极组被试的冲动性购买行为水平显著高于控制组;消极组被试的冲动性购买行为水平显著高于控制组;积极组和消极组被试的冲动性购买行为水平之间的差异不显著。研究二以101名大学生为被试,采用2(情绪:积极情绪,消极情绪)×2(特质性调节定向类型:促进定向,预防定向)被试间设计,着重探讨在不同情绪诱发下特质性调节定向对冲动性购买行为的影响。研究结果发现:特质性调节定向与情绪之间有明显的交互作用,也就是说,在积极情绪诱发下,特质性促进定向比预防定向的冲动性购买行为水平更高;在消极情绪诱发下,特质性预防定向比促进定向的冲动性购买行为水平更高。研究三以99名大学生为被试,采用2(情绪:积极情绪,消极情绪)×2(情境性调节定向类型:促进定向,预防定向)被试间设计,着重探讨在不同情绪诱发下情境性调节定向对冲动性购买行为的影响。研究结果发现:情境性调节定向与情绪之间有明显的交互作用。进一步分析发现:在积极情绪诱发下,情境性促进定向比预防定向的冲动性购买行为水平更高。
[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.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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