群体购买情境下冲动性购买影响研究:解释水平视角

Influence of Impulse Buying under Group Purchasing Scenarios:Based on the View of Construal Level

本研究基于解释水平理论视角,检验了消费者在群体购买情境中的冲动性购买行为。研究1采用2(解释水平:高vs.低)×2(自我建构:独立vs.互依)组间因子设计,用来检验解释水平是否调节自我建构类型对冲动性购买的影响;研究2采用2(解释水平:高vs.低)×2(认知模式:感知vs.模拟)组间因子设计,检验认知模式和解释水平对冲动性购买的联合影响。实验结果表明:群体购买情境下,消费者自我建构类别不同,冲动性购买意愿也不同,且受到解释水平的调节影响;群体购买情境下,消费者对他人认知模式的不同,对自身冲动性购买的影响也不同,解释水平在其中也起到了调节作用。

Based on the view of construal level, this study examines consumers＇ impulse buying behavior under group purchasing scenarios. Study one examines whether construal level regulates the affect between self-construal and impulse buying by conducting a 2 （construal level： high-level construal vs. low-level construal） × 2 （self-constmal：independent vs. Interdependent） between subject factorial experiment. Study two examines the combined effect of impulse buying by construal level and cognitive mode, condueting a 2 （ construal level ： high-level construal vs.low-level construal） × 2 （ cognitive mode ： perceive vs. simulate） between subject factorial experiment. Experimental results show that in group purchasing environment, different self-construal leads to different impulse buying intention, and the relationship is moderated by the construal level;Consumers＇ cognitive mode for others also affects impulse buying, and construal level plays a moderating role.