【摘要】 本文应用眼动技术,通过考察高低冲动购买倾向个体在分类决策时眼动轨迹特征的差异,来研究冲动购买消费者分类信息加工方式的特点。研究结果显示,高冲动购买倾向的消费者的加工深度更低,会对商品选项投入更少的注意资源,并搜索更少的相关信息;高冲动购买倾向的消费者更偏好图片加工,会搜索更多的图片信息,并对图片内容投入更大比例的注意资源。本研究对冲动购买消费者信息加工方式的发现,有助于丰富和发展冲动购买的相关理论,也为网络零售商的营销管理活动提供了借鉴。更多还原

【Abstract】 With the help of eye-tracking technology,this study explore the effect of impulsive buying tendency on information processing.This research find that consumer with higher impulsive buying tendency will devote lower effort in information processing and exhibit lower depth of information search.This research also finds consumer with higher impulsive buying tendency will devote more attention resources to image depiction and intend to search less verbal information.更多还原