群体情绪感染对冲动性购买意愿的影响——基于旅游免税购物情境的研究

The Impact of Group Emotional Contagion on Impulse Buying Intention:A Study Focusing on Duty-free Shopping in Tourism

旅游消费者冲动性购买研究由来已久,然而以往研究缺乏对旅游免税购物中群体情绪感染导致冲动性购买的关注。文章基于情绪感染理论和情绪调节理论,以旅游免税购物为研究情境,探究游客感知群体兴奋情绪和焦虑情绪对游客情绪及其冲动性购买意愿的影响,并分析价格优势、时间压力、社会拥挤和购物经验对群体情绪感染过程的调节作用。文章采用情景模拟实验法展开实证分析,结果表明:旅游免税购物中游客感知群体兴奋情绪和焦虑情绪分别正向影响游客的兴奋情绪和焦虑情绪,进而使游客产生冲动性购买意愿,价格优势、时间压力、社会拥挤和购物经验在其中起调节作用。具体而言,在更高的价格优势、时间压力和社会拥挤条件下,游客由于情绪感染产生的兴奋情绪和焦虑情绪程度更高,进而导致更强的冲动性购买意愿;此外,游客免税购物经验越丰富,感知群体兴奋情绪和焦虑情绪对游客的兴奋情绪、焦虑情绪及冲动性购买意愿的影响越小。

By using scenario simulation experiments,the study explored how excitement and anxiety spread among the duty-free shopping group and discussed the impacts of them on tourist’s impulse buying intention.Additionally,this study employed advantaged price,time pressure,social crowding and shopping experience as moderators to further analyze the differences of group emotional contagion at different levels.The findings indicate that there is an emotional contagion in the duty-free shopping group and it leads to impulse buying intentions.Specifically,the tourist’s perception of group excitement or anxiety has a positive impact on his or her excitement and anxiety.And then the excitement and anxiety of tourist positively affect his or her impulse buying intention.Thus,tourist’s emotional responses play mediating roles in the relationship between tourist’s perception of group emotion and impulse buying intention of tourist.In addition,advantaged price,time pressure,social crowding and shopping experience all positively moderated the process of group emotional contagion and the influence of group emotional contagion is enhanced when in high advantaged price,high time pressure and high social crowing.Compared with low advantaged price,low time pressure and low social crowding,tourist has a higher degree of excitement and anxiety when advantaged price,time pressure and social crowding are higher,as well as a higher impulse buying intention.Moreover,group emotional contagion has less impact on tourists’excitement,anxiety,and impulse buying intentions for those who are experienced in duty-free shopping than for those who have limited experience in duty-free shopping.