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- Title
不同趋近动机积极情绪对冲动性购买的影响 --自我控制资源有限性视角.
- Authors
吴俊宝; 江 霞; 杨 强
- Abstract
Impulse purchase involves most consumers and is a key issue in the marketing field. With the continuous enrichment of material resources and the influence of various new cultural trends, it becomes increasingly common for consumers to purchase the same type of goods repeatedly and impulsively. However, existing research mainly focuses on the impulse purchase of consumers with single product information, ignoring the impulse purchase of consumers under multi product information. Based on the limited self-control resources, this paper uses the eye movement behavior experiment to explore the influence of positive emotions with different approaching motivations on consumers' impulse purchase of similar products. In order to verify the above hypothesis, this paper conducted pre-experiment and three formal experiments. The preliminary experiment aims to obtain eye movement evidence of the influence of positive emotions with different approaching motivations on individual attention range, and to provide manipulation basis for the follow-up eye movement experiment. Experiment 1 verified the influence of positive emotions with different approaching motivations on consumers' impulse purchase (H1). Experiment 2 examined the moderating effect of time pressure between the positive emotions with different approaching motivations and the impulse purchase (H2). Experiment 3 explored the moderating effect of the concept of money between the positive emotions with different motivations and the impulse purchase (H3). Through the previous experiment of eye movement behavior, it is preliminarily verified that positive emotions with different approaching motivations can make consumers adopt different thinking processing modes: positive emotions with high approaching motivations can make individuals adopt local processing mode, and positive emotions with low approaching motivations can make individuals adopt overall processing mode. The results of preliminary experiment provide a research basis for the follow-up experiments. Experiment 1 shows that positive emotions with different approaching motivations have influence on consumers' impulse purchase intention. In other words, consumers' impulse purchase intention is higher under positive emotions with high approaching motivations, thus resulting in more impulse purchases; and under positive emotion with low approaching motivations, consumers' impulse purchase intention is low, thus leading to fewer impulse purchases. Experiment 2 shows that time pressure has a moderating effect on the impulse purchase of individuals of positive emotions with different approaching motivations. Positive emotions with high approaching motivations will narrow consumers' cognitive range, and consumers will consume more self-control resources by using local processing methods. Time limit can make individuals feel the time pressure, cause their cognitive load, damage their cognitive function, and make them fail to make correct decisions, thus increasing their impulse purchases. Consumers of positive emotions with low approaching motivations adopt the overall processing method, consume less self-control resources in the cognitive process, and have a higher cognition of product similarity. Increasing the perception of time pressure cannot cause consumers' cognitive load, and thus their impulse purchase intention decreases. Experiment 3 has combined with environmental stimulation, added different types of money concept start-up ways, and tested the moderating effect of money concept. The results show that compared to the stimulus with money, the stimulus without money will make consumers of positive emotions with high approaching motivations more inclined to impulse purchase. However, for consumers of positive emotions with low approaching motivations, the impact of stimulus with or without money on their impulse purchases is not significant. Compared with previous literature, this paper has expanded in the following three aspects. Firstly, it takes the positive emotions of consumers with different approaching motivation as the research object, and enriches theoretical research on the influence of emotions on consumers' behaviors by using the eye movement experiments of neuroscience. This paper not only improves the theoretical research on positive emotions, but also provides a new direction for related research. This is also helpful for the application of neuroscience in marketing science, and provides a strong basis for the research of consumer behavior. Secondly, it expands existing research on impulse purchase. This paper not only focuses on one product, but also on the interaction between similar products. Stimulating consumers' positive emotions with high approaching motivations can increase the consumption of consumers' self-control resources, thus leading to more impulse purchases. This is of certain reference significance for the follow-up study of repeated impulse purchases. Finally, combined with the stimulation of the real shopping environment, this paper explores the influence of time pressure and the concept of money. Time pressure and the concept of money are combined with positive emotions with different approaching motivations. This is more in line with the contradiction among environment, emotion and reality in consumers' real shopping situation, and further enriches research on time pressure and the concept of money. This paper provides certain references for enterprises to plan advertisements, promote series of product, and design shopping environment. It is also helpful for enterprises to improve the design of shopping environment and the provision of additional services, to control differences between products and design marketing activities in order to promote consumers' purchases, and to focus on the coordination of environmental factors to stimulate consumers' purchasing desire.
- Publication
Nankai Business Review, 2022, Vol 25, Issue 5, p127
- ISSN
1008-3448
- Publication type
Article