感知价值与面子威胁对消费者冲动性购买行为影响的实证研究  

An Empirical Research about the Impact of Perceived Value and Face Threat on the Consumer's Impulsive Purchase Behavior

作　　者：杨强[1] 张宇[1] 刘彩艳[1] 孙春玲[1] 

机构地区：[1]天津理工大学管理学院,天津300384

出　　处：《预测》2014年第6期8-14,共7页Forecasting

基　　金：国家自然科学基金资助项目(71302004);天津市科技发展战略研究计划资助项目(13ZLZLZF04900)

摘　　要：本文实证性地探讨面子威胁对消费者感知价值和冲动性购买行为的影响以及相互作用机制。首先,对感知价值、面子威胁与消费者冲动性购买行为的内涵进行界定;其次,将感知价值细分为功能价值、情感价值与感知成本,并通过对397个消费者有效样本进行数据分析,验证了感知价值类型对冲动性购买行为的显著正向影响作用;再次,检验了面子威胁在功能价值、情感价值与感知成本对冲动性购买行为的影响关系中起到正向调节作用。最后,本文分析了本研究的管理启示、研究不足与未来的研究方向。This paper empirically tests the impact of face threat on consumer＇ s perceived value and impulsive purchase and their interplay mechanism. Firstly, give the definition of perceived value, face threat and the consumer＇s impulsive purchase behavior; secondly, the perceived value is subdivided into functional value, emotional value and perceived cost, through the analysis of 397 sample cases, this study finds that perceived vaIue style have significant positive effect on consumer＇s impulsive purchase behavior; Thirdly, test the positive moderating effect of face threat in the relationship of functional value ~ emotional value and perceived cost on consumer＇ s impulsive purchase behavior. Finally, the paper concludes with some analysis of the managerial implications, insufficient research and future research directions.

关 键 词：冲动性购买行为 感知价值 面子威胁 

分 类 号：F713.55[经济管理—市场营销]