体验活动对冲动性购买行为的影响:情感反应视角

An Empirical Research on Experience Activities Influencing Impulse Buying:Perspective of Emotion Reaction

冲动性购买在商场和超市的零售中占有相当的比例,本研究以旅游者和旅游购物为实证研究对象,在323份调查问卷的基础上,采用方差分析和回归分析的方法探讨了体验活动对冲动性购买行为的影响及其情感反应机制。结果表明:在激发消费者冲动性购买行为方面,顾客参与的效果最好,其次是顾客学习,再次是顾客娱乐;顾客参与会导致更多的快乐的情感反应,而快乐的情感反应对冲动性购买意愿的影响最为显著;顾客学习会导致更多的支配的情感反应,而支配的情感反应对冲动性购买意愿的影响较为显著。

Impulse buying has a large proportion in retail. With tourists as the case and on the basis of 323 questionnaires, the paper discusses how experience activities influence impulse buying. The results indicate that, customer participation is the best way to stimulate impulse buying, and next to it are customer learning and customer entertainment. Customer participation can lead to more reaction of happiness, which influences impulse buying most. Customer learning can lead to more reaction of domination, which influences impulse buying more obvicusly.