自我建构视阈下时间压力对消费者购买意愿的影响  

Influence of Time Pressure on Consumers’Purchase Intention under Different Self-construction

作　　者：张洪利[1] 周妍[1] 徐一帆 江黎静 ZHANG Hongli;ZHOU Yan;XU Yifan;JIANG Lijing

机构地区：[1]吉林大学商学与管理学院,长春130012 [2]中国人民大学商学院,北京100872

出　　处：《北华大学学报（社会科学版）》2024年第3期93-103,154,共12页Journal of Beihua University(Social Sciences)

基　　金：中央高校基本科研业务费专项资金资助项目“社会化因素对当代青少年食品消费行为的影响——基于消费者社会化理论”(2017zz023);国家级大学生创新创业训练项目“饥饿营销情境下时间压力对消费者购买意愿的影响——基于自我建构的调节作用”(201910183267)的阶段性研究成果。

摘　　要：电子商务平台通过限时、限量策略激发消费者购买意愿的现象非常普遍,饥饿营销已发展成现代企业营销的重要手段。时间压力对消费者购买意愿具有很大影响,探究其内在机制有利于构建饥饿营销的解释模型。通过两个实验发现,高强度时间压力会唤起消费者的感知竞争进而提高其购买意愿,而且消费者自我建构类型会调节时间压力对消费者购买意愿的影响,即相较于独立型消费者,依存型自我建构消费者将感知到更强程度的竞争,购买意愿更强烈。从消费者心理角度考察时间压力与消费者购买意愿之间具有密切关系,对现代企业饥饿营销策略的科学运用具有重要的现实意义。On e-commerce platforms,it is very common to stimulate consumers’purchase intentions through time-limited and quantity-limited strategies which is called hunger marketing,it has developed into an important means of modern enterprise marketing.We explore the impact of time pressure on consumers’purchase intentions and the underlying mechanism.Through two experiments,we found that high time pressure will arouse consumers’perceived competition and then increase their purchase intention.Furthermore,consumers’self-construal level will moderate the influence of time pressure on consumers’purchase intention.The time pressure and consumers’purchase intention from the perspective of consumer psychology have a close relationship,which has important practical significance for modern enterprises to adopt hunger marketing strategy.

关 键 词：饥饿营销 时间压力 购买意愿 感知竞争 自我建构 

分 类 号：F713[经济管理—产业经济]