网络购物下第三方评价与冲动性购买意愿:情绪的调节作用和中介作用  

Third- party Product Reviews and Impulse Buying Intent of Online Group-Buying: The Mediating and Moderating Role of Emotion

作　　者：吕泊怡 张利明[1] 苗心萌 屠金路[1] 

机构地区：[1]陕西师范大学心理学院

出　　处：《中国健康心理学杂志》2015年第2期214-218,共5页China Journal of Health Psychology

基　　金：国家大学生创新创业计划项目资助项目(编号:cx13021)

摘　　要：目的:探讨第三方评价对冲动性购买意愿的影响,情绪反应在其中的中介调节作用。方法:采用冲动性购买意愿量表、第三方评价量表、PAD情绪量表对408名大学生施测。结果:1第三方评价及其各维度与冲动性购买意愿呈显著正相关(0.134≤r≤0.326,P<0.01);2冲动性购买意愿与愉悦度显著正相关(r=0.793,P<0.01),与激活度显著正相关(r=0.149,P<0.01);3激活度与第三方评价及其各维度显著正相关(0.131≤r≤0.257,P<0.01);4结构方程模型分析显示,激活度在第三方评价和冲动性购买意愿的关系中起中介作用,回归分析结果显示,愉悦度在第三方评价对冲动性购买意愿中起到了调节作用。结论:情绪中介和调节第三方评价对冲动性购买意愿的影响,激活度会提高第三方评价和冲动性购买意愿水平,而且愉悦度增强了第三方评价对冲动性购买意愿的关系。Objective：To study how emotion mediate and moderate the relationship of third -party product reviews and impulse buying intent .Methods：The Impulse Buying Intent Scale , Third -party Product Reviews Scale and PAD Emotion Scale for University Students were administered to 408 valid subjects .Results：①Third-party product reviews and its various dimensions were positively correlated with impulse buying intent（r=0.134～0.326,P〈0.01）;②Impulse buying intent was positively corre-lated with pleasure（r=0.793,P〈0.01）and arousal（r=0.149,P〈0.01）;③Third-party product re-views and its various dimensions were positively correlated with arousal （r=0.131～0.257,P〈0.01）;④Arousal of emotion served to mediate the association between third -party product reviews and impulse buying intent according to the structure equation model ,pleasure moderated the association between third-party product reviews and impulse buying intent according to regression analysis .Conclusion：Third-party product reviews has an important influence on the impulse buying intent .Arousal increases the level of third-party product reviews and impulse buying intent while pleasure enhances relationship the third-party product reviews for impulse buying intent .

关 键 词：情绪 冲动性购买意愿 第三方评价 激活度 愉悦度 中介作用 调节作用 

分 类 号：R395.6[哲学宗教—心理学]