错过购买情境下消费者“不行动惯性”研究——解释水平理论的视角  

An Empirical Study on Consumer “Inaction Inertia” After Missing Some Purchase——From the Perspective of Construal Level Theory

作　　者：王财玉[1] 

机构地区：[1]信阳师范学院教育科学学院,河南信阳464000

出　　处：《华东经济管理》2012年第6期111-114,共4页East China Economic Management

摘　　要：错过购买是一个常见现象,研究者发现错过购买之后消费者倾向于继续不购买,这种倾向被称为"不行动惯性",如何引导错过购买的消费者在将来采取购买行为,具有重要的营销意义。文章从社会心理学解释水平的视角出发,以购买意愿测量不行动惯性,研究发现:随着错过购买时间距离的延伸,消费者不行动惯性提高;提高错过购买的目标价值、目标可得性可以降低不行动惯性;但是在错过购买时间距离较短情境下,提高目标可得性能更有效降低不行动惯性,而在错过购买时间距离较长情境下提高目标价值则更能减弱不行动惯性。最后讨论了研究结论的实践启示,并指出了未来研究的方向。People often miss some purchase.The researchers found that consumers would continue not to buy after missing some purchase,this trend was called＂Inaction Inertia＂.How to promote consumers who missed some purchase to buy at next time is of great significance in marketing.From the perspective of construal level,this paper measured the ＂Inaction Iner tia＂ by purchasing intention.The results as follows,firstly,along with the extension of temporal distance after missing some purchase,consumers ＂Inaction Inertia＂ was enhanced.Secondly,the improving the feasibility,the desirability of target could reduce＂Inaction Inertia＂.Thirdly,the temporal distance was shorter after missing some purchase,the effect of fea sibility on＂Inaction Inertia＂was larger.However,when the temporal distance was longer,the effect of target value gradu ally enhanced.Finally,managerial implications were discussed and future research direction was proposed in this paper.

关 键 词：错过购买 不行动惯性 购买意愿 

分 类 号：F274[经济管理—企业管理]