心理模拟如何影响冲动购买?——基于决策舒适度中介作用的研究

How Does Mental Simulation Affect Impulse Buying?——Based on the Mediating Effect of Decision Comfort

本文从决策舒适度角度出发,通过实验研究方法深入研究心理模拟的两种类型——过程模拟与结果模拟对冲动购买的影响机制。研究结果表明:决策舒适度在心理模拟与冲动购买间起部分中介作用,即过程模拟通过降低消费者的决策舒适度来削弱冲动购买意愿,结果模拟通过增强消费者的决策舒适度来提高冲动购买意愿;调节聚焦在心理模拟与决策舒适度间起调节作用,即防御聚焦倾向的个体在进行过程模拟后决策舒适度更低,促进聚焦的个体在进行结果模拟后决策舒适度更高;时间距离在心理模拟与决策舒适度间的调节作用并不显著。本文的研究结果不仅丰富了冲动购买及决策舒适度的相关理论成果,而且可以为电商采取适当手段引导消费者进行冲动购买提供实践指导。

In this paper,the influence mechanism of two types of mental simulation(process simulation and outcome simulation) on impulse buying is studied from the perspective of decision comfort using experimental methods.The results show that decision comfort plays a part of the mediating role between mental simulation and impulse buying,that is,process simulation weakens impulse buying intention by reducing consumers’ decision comfort,and outcome simulation improves impulse buying intention by enhancing consumers’ decision comfort.Regulatory focus plays a moderating role between mental simulation and decision comfort.In other words,individuals with defensive focus tendency have lower decision comfort after process simulation,while individuals with promoting focus have higher decision comfort after outcome simulation.The moderating effect of temporal distance between mental simulation and decision comfort is not significant.The research results of this paper not only enrich the relevant theoretical achievements of impulse buying and decision comfort,but also provide practical guidance for e-commerce enterprises to take appropriate measures to guide consumers to impulse buying.