消费者冲动性购买行为后动态满意度研究——高/低内在可评估性产品的调节分析  

Research on Dynamic Satisfaction of Post Impulsive Buying Behavior——The Regulation Analysis of High/Low Internal Assessment Product

作　　者：李亚林[1,2] 景奉杰[1] 

机构地区：[1]华中科技大学管理学院,武汉430074 [2]湖北经济学院工商管理学院,武汉430205

出　　处：《软科学》2012年第6期132-136,共5页Soft Science

基　　金：国家自然科学基金项目(70772055)

摘　　要：结合目前有关冲动性购买问题的研究状况,以冲动性购买后行为作为研究主题,并引入时间维度,重点分析了随着时间的变化消费者冲动性购买后动态满意度问题,同时利用内在可评估理论,探讨了高/低内在可评估性产品在消费者冲动性购后动态满意度中的差异。研究结果显示,消费者冲动购买后购买满意度随时间推移呈现出动态变化趋势;在考虑产品高/低内在可评估属性之后,不同属性的产品受时间的影响程度存在显著差异,即高内在可评估性产品相对于低内在可评估性产品来说,其在时间的影响下变化幅度较小,而低内在可评估性产品则在时间影响下具有较大的变化。According to the research status of impulsive buying, focusing on the post - impulsive buying behavior, this paper takes the dynamic satisfaction of impulse buying behavior as research subject and introducing the dimension of time. Simul- taneously it uses the natural assessment theory to discuss the dynamic satisfaction differences of the high / low internal as- sessment products. The results show that the post - impulsive buying satisfaction presents the dynamic change tendency a- long with the time lapse;considering the attribute of high / low internal assessment, there is significant difference in different attribute products affected by time degree, namely the high internal assessment product has the smaller change scope under the influence of the time, and vice versa.

关 键 词：冲动性购买 购后动态满意度 内在可评估性 

分 类 号：F724[经济管理—产业经济]