冲动性购买情境下消费者后悔影响的实证研究

Empirical study on influence of consumer regret under impulse buying situation

采用情境投射与普通问卷相结合的多样化研究方法,探讨冲动性购买负面后果的影响以及不同归因的消费者受影响程度是否不同。结果表明,如果第一次冲动性购买行为带来负面后果,再次遇到类似情境时消费者的购买冲动性和认知评价都会受到较大影响,他们往往降低自身的购买冲动性,倾向于不再购买,并且对下一次购买具有负面的认知评价。同时,不同归因的消费者对再次冲动性购买的认知评价存在差异。

Multiple research methods of scene projection and common questionnaire are used to study the influence of negative consequence of impulse buying and the identity of influence degrees of consumers with different attributions. The results showthat if impulse buying behavior for the first time brings negative consequence,the buying impulsiveness and cognitive evaluation of consumer will be influenced greatly when in similar situation. The buying impulsiveness of them will be declined,negative subsequent buying tendency will appear,and negative cognitive evaluation of subsequent buying will occur. And the cognitive evaluations are different in subsequent impulse buying among consumers with different attributions.