情绪二因论视角下情感营销对消费者购买意愿影响因素研究  

A Study on the Influencing Factors of Emotional Marketing on Consumer Purchase Intentions from the Perspective of the Two-Factor Theory of Emotion

作　　者：洪青卉 曹寅[2] Hong Qinghui;Cao Yin(School of Business and Tourism,Hefei Polytechnic,Hefei 230012;Office of Anhui Academy of Chinese Medicine,Anhui University of Chinese Medicine,Hefei 230012)

机构地区：[1]合肥职业技术学院经贸旅游学院,合肥230012 [2]安徽中医药大学安徽省中医药科学院办公室,合肥230012

出　　处：《安徽商贸职业技术学院学报》2025年第1期23-30,共8页Journal of Anhui Business College

基　　金：安徽省高校人文社会科学研究重点项目(2024AH053152);合肥职业技术学院质量工程课程思政示范课程项目(2023KCSZSFK01)。

摘　　要：情感营销是当下以公众情感需求为导向的营销方式,深入挖掘消费者内在情感生成机理有助于理解深层情感联系和促进情感互动。以情绪二因论为基础,提出有关消费者购买意愿的影响因素,从外在情感营销、情感唤醒、非理性信念三个维度对消费者购买意愿展开问卷调查,经过对问卷进行实证分析检验得出:外在情感营销因素会增强消费者的购买意愿;情感唤醒会提升消费者购买意愿;情感唤醒在外在情感营销因素与消费者购买意愿之间起到中介作用;非理性信念负向调节情感唤醒在外在情感营销因素与消费者购买意愿之间的中介作用。最后,通过研究结论的启示,提出企业针对特定情感态度下消费者的应对策略,多方位提升情感营销的成效。Emotional marketing is a marketing approach that takes the public's emotional needs as the orientation.In-depth exploration of consumers'internal emotion generation mechanism is helpful to understand the deep emotional connection and promote emotional interaction.Based on the theory of two factors of emotion,this paper puts forward the influencing factors of consumers'purchase intention,and conducts a questionnaire survey on consumers'purchase intention from three dimensions of external emotional marketing,emotional arousal and irrational belief.Through empirical analysis and test of the questionnaire,it is concluded that external emotional marketing factors can enhance consumers'purchase intention;Emotional arousal will enhance consumers'purchase intention;Emotional arousal plays a mediating role between external emotional marketing factors and consumers'purchase intention.Irrational belief negatively regulates the mediating effect of emotional arousal between external emotional marketing factors and consumers'purchase intention.Finally,through the revelation of the research conclusions,it puts forward the coping strategies of enterprises for consumers under specific emotional attitudes,and improves the effectiveness of emotional marketing in various aspects.

关 键 词：情感营销 情感唤醒 非理性信念 情绪二因论 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]