调节焦点对消费者探索性购买行为的影响——基于参与者性别的调节作用分析  

The impact of regulatory focus on consumers' exploratory purchasing behavior——An analysis based on the moderating effect of participants' gender

作　　者：陈茂群 郑桂凤[2] CHEN Maoqun;ZHENG Guifeng(Department of Public Physical Education,Fujian Agriculture and Forestry University,Fuzhou,Fujian 350002,China;Tan Kah Kee College,Xiamen University,Zhangzhou,Fujian 363105,China)

机构地区：[1]福建农林大学公共体育教学部,福建福州350002 [2]厦门大学嘉庚学院,福建漳州363105

出　　处：《福建农林大学学报(哲学社会科学版)》2024年第6期78-84,共7页Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)

基　　金：福建省社会科学基金青年项目(FJ2020C042)。

摘　　要：选取2022年厦门马拉松赛会的参与者为研究对象,采用问卷调查法收集数据,并构建一般调节焦点测验量表和探索性购买行为量表,实证分析调节焦点对消费者探索性购买行为的影响,以及参与者性别在其中发挥的调节作用。研究发现:促进焦点和预防焦点对消费者探索性购买行为均具有显著的正向影响;参与者性别在促进焦点和预防焦点对消费者探索性购买行为的影响中均具有显著的调节作用。据此,提出应进一步优化管理体系、健全营销策略、完善产品决策等,以激发消费者的探索性购买行为,推进参与性运动赛会的发展。Participants of the 2022 Xiamen Marathon were selected as the research subjects.The questionnaire survey method was used to collect data.Scales of general regulatory focus and exploratory purchasing behavior were constructed to empirically analyze the impact of regulatory focus on consumers' exploratory purchasing behavior and the moderating effect of participants' gender.The study found that both the promotion focus and prevention focus have a significant positive impact on consumers' exploratory purchasing behavior.Participants' gender has a significant moderating effect on the impact of promotion focus and prevention focus on consumers' exploratory purchasing behavior.Accordingly,the management system,marketing strategies and product decision-making should be further optimized to stimulate consumers' exploratory purchasing behavior and promote the development of participatory events.

关 键 词：调节焦点 消费者探索性购买行为 参与者性别 

分 类 号：F713.55[经济管理—市场营销]