购买习惯对新产品选择行为的双重影响模型及实证检验

The Influence of Purchase Habit on New Product Choice Behavior:An Empirical Study on a Dual Process Model

基于反省/冲动模型,探讨了购买习惯在新产品选择行为中的双重角色及其内在机制。两个现场实验的结果表明:(1)购买习惯像一把双刃剑,在冲动系统中易于遵循惯性机制自动阻碍新产品选择,在反省系统中会遵循灵活机制引发新产品的积极选择。(2)深思熟虑水平对购买习惯影响新产品选择行为的双重机制起到调节作用。(3)在冲动系统中,行为图式完全中介了惯性机制的负向效应;在反省系统中,饱厌感部分中介了灵活机制的正向效应。

Based on the impulsive/reflective model, the research constructs a dual process model to investigate the influence of purchase habit on the new product choice behavior. Through two field studies,we found that ① purchase habit is like a double-edged sword. Specifically, in light of the im pulsive system, habitual consumers are inclined to follow inertia mechanism, producing negative effect on the choice without the mediation of the intention. In the reflective system, the purchase habit tends to be in accord with flexible mechanism, and positively influencing their new products choice. ②De- liberative level plays a moderating role in the dual process mechanisms. （~）In impulsive system, behav ior schemata is the full mediator between purchase habit and new product choice behavior. In reflec tire system, satiation mediates partly between purchase habit and new product choice behavior. Theo- retically, the research contributes to redefining the special role of purchase habit in the process of con sumer decision.