产品类型对购物冲量效应的调节作用分析  

The Moderating Effect of Product Type on the Shopping Momentum Effect

作　　者：姚卿[1] 陈荣[2] 段苏桓[3] 

机构地区：[1]北京科技大学东凌经济管理学院,北京100083 [2]清华大学经济管理学院,北京100084 [3]北京师范大学心理学院,北京100875

出　　处：《心理学报》2013年第2期206-216,共11页Acta Psychologica Sinica

基　　金：国家自然科学基金面上项目(71172011)和(71272160);中国博士后科学基金资助项目(2012M520172)资助

摘　　要：基于享乐品-实用品有关研究及购物冲量效应,考察产品类型对购物冲量效应的调节作用及其内在机制。实验一通过现场研究验证购买实用品提高后续购买概率,购买享乐品降低其概率;实验二为实验室实验,再次验证该调节作用,并验证内在原因:购买享乐品更可能激发内疚感、花钱的痛苦甚至负面自我形象和高层次目标,导致理由性思维占主导,前次购买引发的应用思维定式受到削弱。相比于实用品,购买享乐品引发购物冲量效应的可能性更低。Recent research suggests that consumer purchase behavior can be systematically affected by their prior purchase. For example, Dhar, Huber and Khan （2007） show that buying an initial item can often increase the purchase likelihood of unintended and unrelated items, a phenomenon known as the shopping momentum effect. Despite acceptance of shopping momentum in consumer behavior, little is understood about the boundaries of the momentum effect and particular conditions under which it arises. The current research is an initial foray into investigating the antecedents and outcomes of such purchase acceleration. We propose a framework to examine when an initial purchase （Driver） makes it easier or harder to buy a second item （Target）. We posit that whether a driver induces purchase momentum or not depends on whether the driver item is hedonic or utilitarian in nature （utilitarian items are sought for practical and functional purposes; hedonic items are desired for fun and fantasy; Strahilevitz ＆ Myers, 1998; Dhar ＆ Wertenbroch, 2000）. Our prediction is based on research findings that hedonic items often induce feelings of guilt and can spontaneously activate long terms goals （Fishbach, Freidman, ＆ Kruglanski, 2003）. Guilt can in turn trigger a motivation to justify choices （Kivetz ＆ Simonson, 2002）. Thus, we posit that a hedonic driver can activate a justification mindset and make people more likely to focus on an option’s justifiability rather than its desirability. As a result, a hedonic （vs. a utilitarian） driver should reduce purchase momentum. Two experiments test these predictions. Study 1 varied the nature of the driver item and compared the daily sales of items except the driver product at a cosmetic and accessory shop in the marketplace. As predicted, a utilitarian driver significantly increased the purchase likelihood of other items compared to the hedonic driver. Study 2 replicated the results and provided support for the notion that a hedonic driver triggers a justificat

关 键 词：享乐品和实用品 连续决策 购物冲量 理由 思维定式 

分 类 号：B849[哲学宗教—应用心理学] C93[哲学宗教—心理学]