摘要
本研究基于解释水平理论视角,检验了消费者在群体购买情境中的冲动性购买行为。研究1采用2(解释水平:高vs.低)×2(自我建构:独立vs.互依)组间因子设计,用来检验解释水平是否调节自我建构类型对冲动性购买的影响;研究2采用2(解释水平:高vs.低)×2(认知模式:感知vs.模拟)组间因子设计,检验认知模式和解释水平对冲动性购买的联合影响。实验结果表明:群体购买情境下,消费者自我建构类别不同,冲动性购买意愿也不同,且受到解释水平的调节影响;群体购买情境下,消费者对他人认知模式的不同,对自身冲动性购买的影响也不同,解释水平在其中也起到了调节作用。
Based on the view of construal level, this study examines consumers＇ impulse buying behavior under group purchasing scenarios. Study one examines whether construal level regulates the affect between self-construal and impulse buying by conducting a 2 （construal level： high-level construal vs. low-level construal） × 2 （self-constmal：independent vs. Interdependent） between subject factorial experiment. Study two examines the combined effect of impulse buying by construal level and cognitive mode, condueting a 2 （ construal level ： high-level construal vs.low-level construal） × 2 （ cognitive mode ： perceive vs. simulate） between subject factorial experiment. Experimental results show that in group purchasing environment, different self-construal leads to different impulse buying intention, and the relationship is moderated by the construal level;Consumers＇ cognitive mode for others also affects impulse buying, and construal level plays a moderating role.
出处
《应用心理学》
CSSCI
2014年第2期130-137,共8页
Chinese Journal of Applied Psychology
基金
国家自然科学基金(70802012)
广义虚拟经济研究专向项目(GX2013-1007M)
中央高校科研基本业务费项目(ZYGX2010J128)
关键词
冲动性购买
解释水平
群体购买情境
自我建构
感知—模拟
impulse buying, construal level, group purchasing scenarios, self-construal, perceivesimulate
