不同趋近动机积极情绪对冲动性购买的影响——自我控制资源有限性视角  

Effect of Positive Emotions with Different Approaching Motivations on Impulse Purchase:From the Perspective of Limited Self-control Resources

作　　者：吴俊宝 江霞 杨强[3] Wu Junbao;Jiang Xia;Yang Qiang(Doctoral Candidate,School of Management,Jinan University;School of Business Administration,Chongqing Technology and Business University;School of Management,Tianjin University of Technology)

机构地区：[1]暨南大学管理学院 [2]重庆工商大学工商管理学院 [3]天津理工大学管理学院

出　　处：《南开管理评论》2022年第5期127-137,I0026,I0027,共13页Nankai Business Review

基　　金：国家社会科学基金项目(19BGL102)资助。

摘　　要：冲动性购买涉及大多数消费者,是营销领域重点关注的问题。随着物质资源的不断丰富和各类新型文化潮流的影响,消费者对同一类型商品进行重复性冲动购买的情形日趋普遍,而相关文献对同类产品冲动性购买行为的研究则较少涉及。本研究采用眼动行为实验,从消费者不同趋近动机的积极情绪出发,基于自我控制资源有限性视角,探讨不同趋近动机积极情绪对消费者进行同类产品冲动性购买的影响。研究结果显示,不同趋近动机的积极情绪对消费者的注意范围存在影响。相对于低趋近积极情绪,高趋近积极情绪会增强消费者对同类产品冲动性购买意愿。同时,时间压力及金钱概念在不同趋近动机积极情绪与冲动性购买意愿间起调节作用。对于高趋近积极情绪的消费者,较大的时间压力与低丰富程度的金钱刺激会促进其进行冲动性购买行为。本文旨在为商家进行系列产品销售、增加商品销量提供指导与建议。Impulse purchase involves most consumers and is a key issue in the marketing field.With the continuous enrichment of material resources and the influence of various new cultural trends,it becomes increasingly common for consumers to purchase the same type of goods repeatedly and impulsively.However,existing research mainly focuses on the impulse purchase of consumers with single product information,ignoring the impulse purchase of consumers under multi product information.Based on the limited self-control resources,this paper uses the eye movement behavior experiment to explore the influence of positive emotions with different approaching motivations on consumers’impulse purchase of similar products.In order to verify the above hypothesis,this paper conducted pre-experiment and three formal experiments.The preliminary experiment aims to obtain eye movement evidence of the influence of positive emotions with different approaching motivations on individual attention range,and to provide manipulation basis for the follow-up eye movement experiment.Experiment 1 verified the influence of positive emotions with different approaching motivations on consumers’impulse purchase(H1).Experiment 2 examined the moderating effect of time pressure between the positive emotions with different approaching motivations and the impulse purchase(H2).Experiment 3 explored the moderating effect of the concept of money between the positive emotions with different motivations and the impulse purchase(H3).Through the previous experiment of eye movement behavior,it is preliminarily verified that positive emotions with different approaching motivations can make consumers adopt different thinking processing modes:positive emotions with high approaching motivations can make individuals adopt local processing mode,and positive emotions with low approaching motivations can make individuals adopt overall processing mode.The results of preliminary experiment provide a research basis for the follow-up experiments.Experiment 1 shows that positiv

关 键 词：趋近动机 冲动性购买 整体/局部思维加工 自我控制资源 

分 类 号：F713.55[经济管理—市场营销]