社会排斥对消费者冲动性购买行为的影响研究

Effects of Social Exclusion on Consumer Impulse Buying Behavior

文章基于"认知超载"的观点,采用了消费者行为实验的研究方法,探究了社会排斥对消费者冲动性购买行为的影响,并从心理学的视角出发考察了消极情绪的中介作用,同时检验了产品类型和自我监控的调节作用。实验结果表明:社会排斥对消费者冲动性购买行为具有显著的正向影响;消极情绪在社会排斥与消费者冲动性购买行为之间起中介作用,即社会排斥会增加消费者的消极情绪体验,从而促进其冲动性购买行为;产品类型在社会排斥与消费者冲动性购买行为之间起调节作用,即相比实用性产品,社会排斥对消费者冲动性地购买享乐性产品有更强的影响。

Based on the opinion of“cognitive impairments”,this paper uses consumer behavior experiment as its research method,and discusses the influence of social exclusion on consumer impulse buying behavior.Meanwhile,from the perspective of psychology,it further explores the mediation of negative emotions.It also examines the moderation effects of both product type and self-monitoring.The results of experiment show that social exclusion affects consumer impulse buying behavior significantly and positively.Negative emotions play a mediated role between social exclusion and impulse buying behavior.Social exclusion increases consumers’negative emotions in order to promote their impulse buying behavior.In addition,product type moderates the effect of social exclusion on impulse buying behavior.Compared with utilitarian goods,social exclusion influences stronger on consumers to have impulse buying behavior on hedonic goods.