社会排斥对消费者冲动性购买行为的影响研究
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摘要
文章基于"认知超载"的观点,采用了消费者行为实验的研究方法,探究了社会排斥对消费者冲动性购买行为的影响,并从心理学的视角出发考察了消极情绪的中介作用,同时检验了产品类型和自我监控的调节作用。实验结果表明:社会排斥对消费者冲动性购买行为具有显著的正向影响;消极情绪在社会排斥与消费者冲动性购买行为之间起中介作用,即社会排斥会增加消费者的消极情绪体验,从而促进其冲动性购买行为;产品类型在社会排斥与消费者冲动性购买行为之间起调节作用,即相比实用性产品,社会排斥对消费者冲动性地购买享乐性产品有更强的影响。
Based on the opinion of "cognitive impairments", this paper uses consumer behavior experiment as its research method, and discusses the influence of social exclusion on consumer impulse buying behavior. Meanwhile, from the perspective of psychology, it further explores the mediation of negative emotions. It also examines the moderation effects of both product type and self-monitoring. The results of experiment show that social exclusion affects consumer impulse buying behavior significantly and positively. Negative emotions play a mediated role between social exclusion and impulse buying behavior. Social exclusion increases consumers' negative emotions in order to promote their impulse buying behavior. In addition, product type moderates the effect of social exclusion on impulse buying behavior. Compared with utilitarian goods, social exclusion influences stronger on consumers to have impulse buying behavior on hedonic goods.
Based on the opinion of "cognitive impairments", this paper uses consumer behavior experiment as its research method, and discusses the influence of social exclusion on consumer impulse buying behavior. Meanwhile, from the perspective of psychology, it further explores the mediation of negative emotions. It also examines the moderation effects of both product type and self-monitoring. The results of experiment show that social exclusion affects consumer impulse buying behavior significantly and positively. Negative emotions play a mediated role between social exclusion and impulse buying behavior. Social exclusion increases consumers' negative emotions in order to promote their impulse buying behavior. In addition, product type moderates the effect of social exclusion on impulse buying behavior. Compared with utilitarian goods, social exclusion influences stronger on consumers to have impulse buying behavior on hedonic goods.
引文
[1] 王静, 范秀成. 社会排斥及其对消费行为影响的研究述评与展望[J]. 消费经济, 2017(6): 88-95.
[2] BAUMEISTER R F, TWENGE J M, NUSS C K. Effects of social exclusion on cognitive processes: anticipated aloneness reduces intelligent thought[J]. Journal of Personality & Social Psychology, 2002,83(4): 817-827.
[3] NEZLEK J B, WESSELMANN E D, WHEELER L, et al. Ostracism in everyday life: the effects of ostracism on those who ostracize[J]. Journal of Social Psychology, 2015, 155(5):432.
[4] 刘尊礼, 余明阳. 内隐自我作用下社会排斥对炫耀性消费的影响[J]. 工业工程与管理, 2016, 21(4):152-158.
[5] 梁世昌. 基于社会化媒体情景的社会排斥对炫耀消费影响的机理研究[D]. 武汉:华中科技大学, 2016.
[6] 孙琳琳. 社会排斥对消费者行为的影响——炫耀性消费还是慈善行为[D]. 厦门:厦门大学, 2014.
[7] 杨潇. 社会排斥对符号性补偿消费的双路径影响机制研究[D]. 长春:吉林大学, 2017.
[8] 吴颍宣, 施建军, 贺凤娟. 自我监控人格研究述评与展望[J]. 外国经济与管理, 2017, 39(4): 117-128.
[9] GALINSKY A D, MAGEE J C, GRUENFELD D H, et al. Power reduces the press of the situation: implications for creativity, conformity, and dissonance[J]. Journal of Personality and Social Psychology, 2008, 95(6): 1450-1466.
[10] 邱林,郑雪,王雁飞. 积极情感消极情感量表(PANAS)的修订[J].应用心理学, 2008(3): 249-254.
[11] ROOK D W, FISHER R. Normative influence on impulsive buying behavior[J]. Journal of Consumer Research, 1995, 22(3): 305-313.
[12] SNYDER M, GANGESTAD S. On the nature of self-monitoring: matters of assessment, matter of validity[J]. Journal of Personality and Social Psychology, 1986,51(1): 125-139.
[13] BARON R M, KENNY D A. The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations[J]. Journal of Personality and Social Psychology, 1981,51(6): 1171-1182.
[14] 赵占波, 杜晓梦, 梁帆,等. 产品类型和时间压力对消费者网络冲动性购买倾向的影响[J]. 营销科学学报, 2015, 11(2): 118-132.
[2] BAUMEISTER R F, TWENGE J M, NUSS C K. Effects of social exclusion on cognitive processes: anticipated aloneness reduces intelligent thought[J]. Journal of Personality & Social Psychology, 2002,83(4): 817-827.
[3] NEZLEK J B, WESSELMANN E D, WHEELER L, et al. Ostracism in everyday life: the effects of ostracism on those who ostracize[J]. Journal of Social Psychology, 2015, 155(5):432.
[4] 刘尊礼, 余明阳. 内隐自我作用下社会排斥对炫耀性消费的影响[J]. 工业工程与管理, 2016, 21(4):152-158.
[5] 梁世昌. 基于社会化媒体情景的社会排斥对炫耀消费影响的机理研究[D]. 武汉:华中科技大学, 2016.
[6] 孙琳琳. 社会排斥对消费者行为的影响——炫耀性消费还是慈善行为[D]. 厦门:厦门大学, 2014.
[7] 杨潇. 社会排斥对符号性补偿消费的双路径影响机制研究[D]. 长春:吉林大学, 2017.
[8] 吴颍宣, 施建军, 贺凤娟. 自我监控人格研究述评与展望[J]. 外国经济与管理, 2017, 39(4): 117-128.
[9] GALINSKY A D, MAGEE J C, GRUENFELD D H, et al. Power reduces the press of the situation: implications for creativity, conformity, and dissonance[J]. Journal of Personality and Social Psychology, 2008, 95(6): 1450-1466.
[10] 邱林,郑雪,王雁飞. 积极情感消极情感量表(PANAS)的修订[J].应用心理学, 2008(3): 249-254.
[11] ROOK D W, FISHER R. Normative influence on impulsive buying behavior[J]. Journal of Consumer Research, 1995, 22(3): 305-313.
[12] SNYDER M, GANGESTAD S. On the nature of self-monitoring: matters of assessment, matter of validity[J]. Journal of Personality and Social Psychology, 1986,51(1): 125-139.
[13] BARON R M, KENNY D A. The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations[J]. Journal of Personality and Social Psychology, 1981,51(6): 1171-1182.
[14] 赵占波, 杜晓梦, 梁帆,等. 产品类型和时间压力对消费者网络冲动性购买倾向的影响[J]. 营销科学学报, 2015, 11(2): 118-132.