【作者】 曾好；

【导师】 郭洪；

【作者基本信息】 西南财经大学 ， 市场营销管理， 2022， 硕士

【摘要】 购物场所的有限性在人口数量快速增长的背景下被凸显。社会拥挤这一现象变得越来越普遍,消费者经常在购物场所内体验到社会拥挤,即在特定单位面积内由高密度人群造成的拥挤。值得注意的是,拥挤水平的差异分为客观现实和主观感受。首先,不同的地点、时间会使得客观意义上的拥挤水平有所不同;其次,消费者个体特质的差异性会使得个体所感知的拥挤水平同样呈现差异性。环境刺激是影响消费决策和行为的重要因素,而社会拥挤作为一种环境刺激,它会对个体的内在状态及外在行为反应产生重要的影响。消费者在购物场所内面临社会拥挤时,会明显意识到所处的一定区域内有大量的其他消费者,从而引发了个体的竞争唤醒,并将他们视为与自己争夺有限资源的竞争者。尽管过往曾有一些学者关注到了社会拥挤对消费者行为的影响,但是对于社会拥挤如何引发竞争唤醒,以及竞争唤醒如何影响冲动性购买行为,目前学术界还缺乏深入的研究。因此,本文基于欲探究的研究问题对过往相关领域的文献进行了总结与梳理,认为消费者在社会拥挤的环境中有着更高水平的冲动性购买行为,并且这种影响受到竞争唤醒的部分中介作用;同时,特质型调节定向类型(促进定向vs预防定向)对身处拥挤环境的消费者产生的冲动性购买行为具有调节作用。通过对消费者在不同社会拥挤水平下的冲动性购买行为的三项实验研究,本文验证了提出的理论框架和研究假设,即社会拥挤对消费者的冲动性购买行为存在显著的正向影响,而消费者个人的特质型调节定向可以调节这一影响,使个体冲动性购买行为水平呈现一定的差异性。换言之,消费者在拥挤的环境下,促进定向的个体比预防定向的个体呈现更高的冲动性购买行为水平。根据竞争唤醒相关理论,本文创新性地提出将社会拥挤纳入影响消费者冲动性购买行为的研究范畴,并且发现社会拥挤正向影响消费者的冲动性购买行为是通过消费者竞争唤醒起的作用,为当下中国消费者在越来越拥挤的购物场所中所产生的冲动性购买行为提供了合理解释。综上所述,本文将竞争唤醒这一心理状态率先纳入社会拥挤和消费者冲动性购买行为之间的研究范畴,并且基于调节定向理论丰富了个体人格特质在社会拥挤环境下的消费行为。更多还原

【Abstract】 The limited nature of shopping venues is highlighted in the context of rapid population growth.The phenomenon of social crowding is becoming increasingly common,and consumers often experience social crowding within shopping venues,i.e.,crowding caused by high density of people within a given unit area.It is important to note that differences in crowding levels are divided into objective reality and subjective perception.Firstly,different locations and times of day can make the crowding level different in the objective sense;secondly,the variability of individual consumer traits can make the perceived crowding level equally varied.Environmental stimulus is an important factor that affects consumer decisions and behaviors,and social crowding,as an environmental stimulus,can have an important impact on individuals’ internal state and external behavioral responses.When consumers face social crowding in shopping venues,they are clearly aware of the large number of other consumers in a certain area,which triggers individual competitive arousal and perceives them as competitors who compete with them for limited resources.Although some scholars have previously focused on the effects of social crowding on consumer behavior,there is a lack of in-depth academic research on how social crowding triggers competitive arousal and how competitive arousal affects impulsive buying behavior.Therefore,in this paper,we summarize and review past literature in this area based on the research questions we want to investigate,and conclude that consumers have higher levels of impulsive buying behavior in socially crowded environments,and that this effect is partially mediated by competitive arousal;at the same time,trait-type moderating orientations(promotion focus vs.prevention focus)have a moderating effect on impulse purchases by consumers in crowded environments.Through three experimental studies on consumers’ impulsive buying behavior under different levels of social crowding,this paper validates the proposed theoretical framework and research hypothesis that there is a significant positive effect of social crowding on consumers’ impulsive buying behavior,and that consumers’ individual trait-type moderating orientations can moderate this effect,resulting in some variability in individual impulsive buying behavior levels.In other words,in a crowded environment,individuals with promotion focus show higher levels of impulsive shopping behavior than those with prevention focus.Based on theories related to competitive arousal,this paper innovatively proposes to include social crowding in the study of impulse buying behavior,and finds that social crowding positively influences consumers’ impulse buying behavior through consumers’ competitive arousal,which provides a reasonable explanation for the impulse buying behavior of Chinese consumers in increasingly crowded shopping places.In summary,this paper takes the lead in including the psychological state of competitive arousal in the study of the relationship between social crowding and consumers’ impulsive buying behavior,and enriches the consumption behavior of individual personality traits in social crowding environments based on regulatory orientation theory.更多还原