金钱概念对冲动购买意愿的影响机制研究

The Impact of Money Concept on Impulse Buying

金钱刺激或暗示会影响消费者的冲动购买意愿。研究1检验金钱概念对消费者冲动购买意愿的影响,启动金钱概念的被试的冲动购买意愿要比控制组的冲动购买意愿低;研究2表明启动的金钱含义和产品信息特征会调节金钱概念对冲动购买的影响,购买产品的宣传信息呈现低解释水平特征的时候,联想到金钱富裕的被试的冲动购买意愿显著降低,产品信息特征为高解释水平特征时,联想到金钱富裕的被试的冲动购买意愿与控制组以及金钱缺乏组无显著差异。

Money cues will affect customers＇ impulse buying. Two studies prove that the concept of money will affect the willingness of impulse buying. Study 1 tests the impact of money concept on consumers＇ impulse buying.The research shows that participants primed by money have lower willingness of impulse buying than the control group; Study 2 shows the meanings of money priming and the product information features will moderate the effect of money priming on impulse buying. when the product promotion information presents low-level constructs,willingness of impulse buying of the participants who have the association of money wealth becomes lower than the control group and the lack-money group; when the product promotion information presents high-level constructs,there is no significant difference between them.