基于关键事件技术的消费者冲动购买行为影响因素研究  

The Study on the Affecting Factors of Impulsive Buying which Based on Critical Incident Technique

作　　者：侯丽敏[1] 杨敏炎 鲁婷[1] 

机构地区：[1]华东理工大学商学院,上海200237

出　　处：《华东理工大学学报（社会科学版）》2015年第6期63-72,共10页Journal of East China University of Science and Technology：Social Science Edition

基　　金：教育部人文社科基金"参照群体对奢侈品感知价值和品牌态度影响的跨文化研究"(侯丽敏主持;编号为12YJC630060)的阶段性成果

摘　　要：本文运用关键事件技术,建立了消费者冲动购买行为影响因素的分类框架,包含消费者个性特征、产品、营销刺激和情境等四大类因素,并进一步识别了影响消费者冲动购买的关键因素和非关键因素。研究发现,消费者的冲动购买大多数由多个因素共同作用而促发,消费者冲动购买后的总体满意度水平较高。本研究对于零售企业从产品、营销刺激和情境等方面加强工作,促进消费者在购买现场的购买行为具有重要的意义。Using the critical incident technique, this study established the category framework of the factors that influence consumers＇ impulsive buying. These affecting factors can be classified into four categories, including consumers＇ personality characteristics, products, marketing stimuli and the context. Critical and non-critical factors, which will influence consumers＇ impulsive buying, are further identified during the research. It is also found that most of the impulsive buying is caused by multiple factors, and consumers＇ overall level of satisfaction is rather high after impulsive buying. The study is of great significance for the retailers to promote consumers on-the-spot purchasing behaviors from the aspects of products, marketing stimuli and context.

关 键 词：关键事件技术 冲动购买 影响因素 

分 类 号：F713.50[经济管理—市场营销]