时间压力、消费观念对购买意愿的影响:冲突性信息的调节作用  

The Influence of Time Pressure and Consumer Values on Purchase Intentions:The Moderating Role of Conflicting Information

作　　者：郑宏明[1] ZHENG Hongming

机构地区：[1]西南交通大学经济管理学院

出　　处：《西南交通大学学报(社会科学版)》2024年第6期44-59,共16页Journal of Southwest Jiaotong University(Social Sciences)

摘　　要：消费者购买一直是研究者关注的重点和热点,在消费者购买决策现有研究成果的基础上,借鉴消费者购买决策的相关研究,构建时间压力、消费观念及冲突性信息对消费者购买意愿的影响因素模型,并利用实验和问卷调查方法检验了假设模型并考察冲突性信息在时间压力、消费观念对购买意愿影响的调节作用,发现:(1)限时促销能提高消费者的购买意向,超前型消费者的购买意愿均显著大于实用、品牌型消费者的购买意愿;(2)产品冲突信息类型与时间压力对购买意愿影响的交互作用显著,相对于互补及弱冲突信息,强冲突信息减小了促销时限对购买意愿的影响;(3)在低时间压力下,产品冲突信息类型与消费观念对消费者购买意愿影响的交互作用显著。Consumer purchasing behavior has long been a focal point of research.Building on existing studies in consumer purchase decision-making,this paper constructed a model to examine the impact of time pressure,consumer values,and conflicting information on purchase intentions.Using experimental and survey methods,the study tested the proposed model and investigated the moderating role of conflicting information in the relationship between time pressure,consumer values,and purchase intentions.Key findings included:(1)Limited-time promotions increased consumers'purchase intentions,with future-oriented consumers exhibiting significantly higher purchase intentions than pragmatic and brand-oriented consumers.(2)There was a significant interaction effect between the type of product conflict information and time pressure on purchase intentions.Compared to complementary and weakly conflicting information,strongly conflicting information reduced the impact of promotional time limits on purchase intentions.(3)Under low time pressure,the interaction effect of product conflicting information and consumer values on purchase intentions were significant.

关 键 词：购买意愿 消费观念 时间压力 商品营销 冲突性信息 

分 类 号：F42[经济管理—产业经济]