【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。更多还原

【Abstract】 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-construal: independent vs. Interdependent) between subject factorial experiment.Study two examines the combined effect of impulse buying by construal level and cognitive mode,conducting 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.更多还原