自我建构视阈下时间压力对消费者购买意愿的影响

Influence of Time Pressure on Consumers’Purchase Intention under Different Self-construction

电子商务平台通过限时、限量策略激发消费者购买意愿的现象非常普遍,饥饿营销已发展成现代企业营销的重要手段。时间压力对消费者购买意愿具有很大影响,探究其内在机制有利于构建饥饿营销的解释模型。通过两个实验发现,高强度时间压力会唤起消费者的感知竞争进而提高其购买意愿,而且消费者自我建构类型会调节时间压力对消费者购买意愿的影响,即相较于独立型消费者,依存型自我建构消费者将感知到更强程度的竞争,购买意愿更强烈。从消费者心理角度考察时间压力与消费者购买意愿之间具有密切关系,对现代企业饥饿营销策略的科学运用具有重要的现实意义。

On e-commerce platforms,it is very common to stimulate consumers’purchase intentions through time-limited and quantity-limited strategies which is called hunger marketing,it has developed into an important means of modern enterprise marketing.We explore the impact of time pressure on consumers’purchase intentions and the underlying mechanism.Through two experiments,we found that high time pressure will arouse consumers’perceived competition and then increase their purchase intention.Furthermore,consumers’self-construal level will moderate the influence of time pressure on consumers’purchase intention.The time pressure and consumers’purchase intention from the perspective of consumer psychology have a close relationship,which has important practical significance for modern enterprises to adopt hunger marketing strategy.