调节定向与促销框架对冲动购买意愿的影响

发布时间：2018-06-27 02:05

本文选题：冲动购买意愿 + 促销框架　；参考：《苏州大学》2014年硕士论文

【摘要】：已有研究表明，调节定向与信息框架影响冲动购买，调节定向与信息框架的匹配可以增加消费者的冲动购买。本研究主要探讨了不同性质的调节定向与促销框架对冲动购买意愿的影响。研究一以125名大学生为被试，，采用2(情境性调节定向：促进定向，预防定向)×2(促销框架：积极框架，消极框架)被试间设计，着重探讨情境性调节定向和促销框架对冲动购买意愿的影响。结果发现，情境性调节定向与促销框架有明显的交互作用，也就是说，在积极框架下，情境性促进定向比预防定向的冲动购买意愿更高，在消极框架下，情境性预防定向比促进定向的冲动购买意愿更高。研究二以114名大学生为被试，采用2(特质性调节定向类型：促进定向，预防定向)×2(促销框架：积极框架，消极框架)被试间设计，着重探讨特质性调节定向和促销框架对冲动购买意愿的影响。结果发现，特质性调节定向与促销框架有明显的交互作用，也就是说，在积极框架下，特质性促进定向比预防定向的冲动购买意愿更高，在消极框架下，特质性预防定向比促进定向的冲动购买意愿更高。基于以上的研究结果，该研究认为，调节定向与促销框架之间存在一种匹配，即促进定向与积极框架匹配，预防定向与消极框架匹配，匹配组比不匹配组的冲动购买意愿更高。
[Abstract]:Previous studies have shown that adjusting orientation and information framework affect impulse buying, and the matching of adjusting orientation and information framework can increase consumers' impulse purchase. This study focuses on the effects of different regulatory orientation and promotion framework on impulse purchase intention. In the first study, 125 college students were chosen as subjects, and the subjects were designed as 2 (situational orientation: promoting orientation, preventive orientation) 脳 2 (promotion framework: positive framework, negative frame). This paper focuses on the influence of situational adjustment orientation and promotion framework on impulse purchase intention. The results showed that situational regulation orientation and promotion framework had obvious interaction, that is, in the positive framework, situational promotion orientation was higher than the prevention of oriented impulse purchase willingness, in the negative framework. Situational prophylaxis of orientation is higher than impulse purchase intention to promote orientation. In the second study, 114 college students were chosen as subjects, and the subjects were designed as follows: 2 (type of idiosyncratic adjustment orientation: promoting orientation, preventive orientation) 脳 2 (promotion framework: positive frame, negative frame). This paper focuses on the influence of trait adjustment orientation and promotion framework on impulse purchase intention. The results showed that there was a significant interaction between the specific regulatory orientation and the promotion framework, that is, in the positive framework, the idiosyncratic promoting orientation was higher than the impulse purchase intention to prevent the orientation, and in the negative framework, Idiosyncratic prophylaxis of orientation is higher than impulse buying intention to promote orientation. Based on the above results, it is concluded that there is a matching between the regulatory orientation and the promotion framework, that is, to promote the orientation and the positive frame matching, to prevent the orientation and the negative frame matching, the matching group is more willing to buy impulsively than the mismatched group.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B849

【参考文献】