女大学生冲动消费对情绪的调节机制

The Adjustment Mechanism of Impulsive Consumption to Emotion in Female College Students

冲动消费既能被内在因素——情绪所引起,又能对当前情绪进行调节。本研究随机选取山东省各高校在校女大学生为被试,从购前情绪和购后情绪出发,探讨冲动消费对积极情绪和消极情绪的调节机制。研究结果发现,女大学生处于积极情绪(快乐)和消极情绪(愤怒)状态下产生消费的冲动,并且在冲动消费后,快乐和愤怒的程度都有所降低。最后,本研究阐述了积极情绪和消极情绪下大部分女大学生会产生冲动消费行为的原因,同时也论述了冲动消费对积极情绪和消极情绪的调节机制。

Impulsive consumption can be caused by internal factors-emotions, and also can regulate the current mood. This study randomly selected female college students from various universities in Shandong Province to explore the regulation mechanism of impulse consumption on positive and negative emotions from pre-purchase emotion and post-purchase emotion. The results showed that female college students were in positive (happy) and negative (angry) states to produce impulse to consume, and the degree of happiness and anger decreased after impulsive consumption. In the end, this study expounds the causes of impulsive consumption behavior of most female college students under positive and negative emotions, and also discusses the regulation mechanism of impulsive consumption on positive and negative emotions.