结伴购物情境下消费者冲动购买行为发生机理

冲动性购买是生活中的常见现象, 也是消费者行为研究的重要子领域。围绕单人购物情境下的冲动购买研究成果较多, 而对结伴购物情境下的冲动购买行为研究明显不足。聚焦结伴购物情境下消费者的冲动购买现象, 基于“欲望-意志力”模型, 在情绪感染理论、归因理论等理论基础之上, 采用焦点访谈法、实验法、问卷调查法等研究方法, 从欲望和意志力两个方面, 深入探讨结伴购物消费者冲动购买行为发生的内部决策机理。研究结论将丰富现有结伴购物情境下的冲动购买行为研究内容, 也为企业营销实践、个人冲动购买行为管理以及政府部门开展消费者教育提供理论指导。

The mechanism of consumer impulsive buying in the context of shopping with others

Impulsive buying is a common phenomenon in daily life. It is also an important sub-field of consumer behavior research. There have been many valuable research findings on consumers’ impulsive buying in the context of consumer shopping alone. However, the research on impulsive buying behavior in the context of shopping with others is obviously insufficient. On the basis of "desire-willpower" model and the theories of emotional contagion and attribution, this paper tries to find out the internal decision-making mechanism of consumers’ impulsive buying behavior from two aspects of desire and willpower through the methods of interview, experiment and questionnaire. The conclusions would enrich the current research contents of impulsive buying behavior happening in the context of shopping with others. The findings would also provide theoretical suggestions for enterprises’ marketing practice, the management of personal impulsive buying behavior, and consumer education conducted by governments.