自我建构对冲动购买倾向的影响:调节定向的中介作用

Self-Construal and Impulse Buying Tendency: Mediating Effect of Regulatory Focus

目的:考察调节定向在自我建构和冲动购买倾向之间的中介效应。方法:采用自我建构量表、调节定向量表及冲动购买倾向量表对378名大学生进行测验。结果:独立型自我建构和促进定向呈显著正相关(r=0.27, P<0.01),与冲动购买倾向呈显著正相关(r=0.56, P<0.01);依存型自我建构与预防定向呈显著正相关(r=0.57, P<0.01),与冲动购买倾向呈显著负相关(r=-0.32, P<0.01);促进定向和冲动购买倾向呈显著正相关(r=0.25, P<0.01),而预防定向与冲动购买倾向呈显著负相关(r=-0.37, P<0.01);预防定向在依存型自我建构和冲动购买倾向之间起部分中介作用。结论:预防定向在依存型自我建构和冲动购买倾向之间起部分中介作用。

Objective: To investigate the mediating effect of regulatory focus on the relationship between self-construal and impulse buying tendency. Methods: In this study, Self-construal questionnaire, Regulatory Focus questionnaire and Impulsive Buying Tendency questionnaire were administrated to 378 undergraduate students. Results: Independent selfconstrual was positively correlated with promotion focus(r=0.27, P<0.01), and it was also positively correlated with impulse buying tendency(r=0.56, P<0.01). Interdependent self-construal was positively correlated with prevention focus(r=0.57, P<0.01), and it was also negatively correlated with impulse buying tendency(r=-0.32, P<0.01). Promotion focus was positively correlated with impulse buying tendency(r=0.25, P<0.01). Prevention focus was negatively correlated with impulse buying tendency(r=-0.37, P<0.01). Prevention focus partly mediated the relationship between interdependent self-construal and impulsive buying tendency. Conclusion: Prevention focus partly mediates the relationship between interdependent selfconstrual and impulsive buying tendency.