结伴购物情境下消费者冲动购买行为发生机理  

The mechanism of consumer impulsive buying in the context of shopping with others

作　　者：王艳芝 姚唐[2,3] 卢宏亮 WANG Yanzhi;YAO Tang;LU Hongliang(School of Accounting,Tianjin University of Commerce,Tianjin 300134,China;School of Economics and Management,Beihang University,Beijing 100191,China;Key Laboratory of Complex System Analysis,Management and Decision(Beihang University),Ministry of Education,Beijing 100191,China;College of Economics and Management,Northeast Forestry University,Harbin,150040,China)

机构地区：[1]天津商业大学会计学院,天津300134 [2]北京航空航天大学经济管理学院,北京100191 [3]复杂系统分析与管理决策教育部重点实验室,北京100191 [4]东北林业大学经济管理学院,哈尔滨150040

出　　处：《心理科学进展》2018年第11期1915-1927,共13页Advances in Psychological Science

基　　金：国家自然科学基金项目(71602146;71572006;71302065);天津市哲学社会科学规划研究项目(TJGL15-042;TJGL15-019)

摘　　要：冲动性购买是生活中的常见现象,也是消费者行为研究的重要子领域。围绕单人购物情境下的冲动购买研究成果较多,而对结伴购物情境下的冲动购买行为研究明显不足。聚焦结伴购物情境下消费者的冲动购买现象,基于"欲望-意志力"模型,在情绪感染理论、归因理论等理论基础之上,采用焦点访谈法、实验法、问卷调查法等研究方法,从欲望和意志力两个方面,深入探讨结伴购物消费者冲动购买行为发生的内部决策机理。研究结论将丰富现有结伴购物情境下的冲动购买行为研究内容,也为企业营销实践、个人冲动购买行为管理以及政府部门开展消费者教育提供理论指导。Impulsive buying is a common phenomenon in daily life.It is also an important sub-field of consumer behavior research.There have been many valuable research findings on consumers’impulsive buying in the context of consumer shopping alone.However,the research on impulsive buying behavior in the context of shopping with others is obviously insufficient.On the basis of"desire-willpower"model and the theories of emotional contagion and attribution,this paper tries to find out the internal decision-making mechanism of consumers’impulsive buying behavior from two aspects of desire and willpower through the methods of interview,experiment and questionnaire.The conclusions would enrich the current research contents of impulsive buying behavior happening in the context of shopping with others.The findings would also provide theoretical suggestions for enterprises’marketing practice,the management of personal impulsive buying behavior,and consumer education conducted by governments.

关 键 词：结伴购物 冲动性购买 自我控制 情绪感染理论 归因理论 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]