【作者】 李蓉；

【导师】 吴荣先；

【作者基本信息】 苏州大学 ， 应用心理学， 2015， 硕士

【摘要】 冲动性购买行为在我们的日常生活中越来越普遍,研究者也越来越关注消费者的个性特质对冲动性购买行为的影响,分别从解释水平、自我建构等心理学角度对冲动性购买行为的影响因素进行了探讨,但很少关注在不同情绪诱发下调节定向对冲动性购买行为的影响,对其内在的影响机制也有待进一步的实证研究。基于此,本研究试图通过三个实验探讨在不同情绪诱发下调节定向对冲动性购买行为的影响机制。研究一以79名大学生为被试,采用单因素被试间设计,以情绪(积极情绪、消极情绪、中性情绪)为自变量,探讨不同情绪状态对冲动性购买行为的影响。结果表明:积极组被试的冲动性购买行为水平显著高于控制组;消极组被试的冲动性购买行为水平显著高于控制组;积极组和消极组被试的冲动性购买行为水平之间的差异不显著。研究二以101名大学生为被试,采用2(情绪:积极情绪,消极情绪)×2(特质性调节定向类型:促进定向,预防定向)被试间设计,着重探讨在不同情绪诱发下特质性调节定向对冲动性购买行为的影响。研究结果发现:特质性调节定向与情绪之间有明显的交互作用,也就是说,在积极情绪诱发下,特质性促进定向比预防定向的冲动性购买行为水平更高;在消极情绪诱发下,特质性预防定向比促进定向的冲动性购买行为水平更高。研究三以99名大学生为被试,采用2(情绪:积极情绪,消极情绪)×2(情境性调节定向类型:促进定向,预防定向)被试间设计,着重探讨在不同情绪诱发下情境性调节定向对冲动性购买行为的影响。研究结果发现:情境性调节定向与情绪之间有明显的交互作用。进一步分析发现:在积极情绪诱发下,情境性促进定向比预防定向的冲动性购买行为水平更高。更多还原

【Abstract】 Impulsive buying behavior is becoming more and more common in our daily life. The researchers have already discussed the influence factors of impulsive buying behavior from the psychology perspective of construal level and self construction. But scholars rarely pay attention to the influence of regulatory focus under different emotion elicitation on impulsive buying behavior. So we explored it by three researches.The first research studied the effect of different emotions on impulsive buying behavior. We conducted a single factor between-subject design. Consequently, there are significant impacts between positive emotion and control group, negative emotion and control group on impulsive buying behavior. But there is no significant impact between positive emotion and negative emotion.In the second research, we conducted a 2(emotion: positive emotion, negative emotion) × 2(chronically: promotion focus, prevention focus) between-subject design to test the influence of chronically regulatory focus under different emotion elicitation on impulsive buying behavior. It was found that there is significant interaction between emotion and chronically regulatory focus. That is, chronically promotion focus had higher impulsive buying behavior than chronically prevention focus under positive emotion elicitation; chronically prevention focus had higher impulsive buying behavior than chronically promotion focus under negative emotion elicitation.In the third research, we used 2(emotion: positive emotion, negative emotion) × 2(situational: promotion focus, prevention focus) between-subject design. It was focused on the influence of situational induced regulatory focus under different emotion elicitation on impulsive buying behavior. It was found that there is significant interaction between emotion and situational induced regulatory focus. Through the further analysis, we found that situational induced promotion focus had higher impulsive buying behavior than prevention focus under positive emotion elicitation.更多还原