搜索情境下惊喜情绪对消费者购买意愿的促进--来自脑电的证据  

The Promotion of Surprise to Consumers'Purchase Intention in the Search Situation:Evidence from Electroencephalogram

作　　者：李宝库[1] 姜可心 Li Baoku;Jiang Kexin(School of Marketing Management,Liaoning Technical University,Huludao Liaoning 125105)

机构地区：[1]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《情报探索》2021年第4期63-72,共10页Information Research

基　　金：国家社会科学基金“基于社会认同的农村消费者在线行为模式研究”(项目编号:19BGL108)成果。

摘　　要：[目的/意义]旨在为商家能否调动消费者的惊喜情绪提高优惠券赎回率提供参考。[方法/过程]运用事件相关电位技术对消费者产品搜索时触发的惊喜情绪以及大脑活跃程度进行即时观测,通过问卷调查收集了156条有效数据,采用PLS模型和方差分析进行数据分析。[结果/结论]结果显示惊喜情绪偏转促使消费者P300成分产生。消费者做出与初始需求相悖的购买决策时,脑内激活冲突信号,体现在N2成分的振幅差异上,惊喜情绪相比于喜悦情绪诱发的N2成分振幅更低。结合PLS模型提出,基于消费者损失厌恶心理,惊喜情绪激发的喜悦情绪比没有惊喜情绪激发的喜悦情绪更容易增加感知交易价值,产生购买意愿。[Purpose/significance]The purpose is to provide a reference for merchants whether they can mobilize the surprise mood of consumers to improve the coupon redemption rate.[Method/process]The paper uses the event-related potential technology to observe the consumers'surprise emotion and brain activity triggered by product search.It collects 156 valid data through a questionnaire survey,and uses PLS model and ANOVA to do data analysis.[Result/conclusion]The results show that the surprise mood deflection promotes the production of P300 component.When consumers make purchase decisions contrary to the initial demand,conflicting signals are activated in the brain,which is reflected in the amplitude difference of N2 component.The amplitude of N2 component induced by surprise emotion is lower than that induced by joy emotion.Combined with the PLS model,it concludes that based on consumers'loss aversion,the joy emotion stimulated by surprise emotion is more likely to increase the perceived transaction value and generate the purchase intention than the joy emotion stimulated by no surprise emotion.

关 键 词：惊喜情绪 事件相关电位 搜索情景 损失厌恶 购买意愿 

分 类 号：F713.[经济管理—产业经济]