时间压力与乐观-悲观倾向对购买决策的影响

The Effect of Time Pressure and Optimism-Pessimism Tendency on Purchase Decisions

购买决策是消费领域研究的重要课题。本研究通过计算机模拟情境探讨了乐观-悲观倾向者在高低时间压力情境下的购买决策。方差分析发现,在高时间压力情境中,无论乐观还是悲观倾向者,均产生了更多的购买行为;乐观倾向者比悲观倾向者产生更多的购买行为;时间压力与乐观-悲观倾向不存在交互作用。优势分析发现,时间压力贡献了已解释方差的29.66%,乐观-悲观倾向贡献了35.17%。

Purchase decision has been an important subject in the consuming field.The present experiment employed simulation scenario to probe into the purchase decision of optimism-pessimism tendency under the high and low time pressure.Analysis of variance found,in the high time pressure situation,both optimism and pessimism tendency will result in more buying behaviors while the purchase in optimism tendency outnumbers that in pessimism tendency.According to the dominance analysis,time pressure contributes 29.66% of the variance explained,and optimism-pessimism tendency contributes 35.17%.