新疆财经
新疆財經
신강재경
FINANCE & ECONOMICS OF XINJIANG
2012年
2期
36-42
,共7页
冲动性购买%参照群体建议%信息框架%调节匹配%调节导向%自我建构
遲動性購買%參照群體建議%信息框架%調節匹配%調節導嚮%自我建構
충동성구매%삼조군체건의%신식광가%조절필배%조절도향%자아건구
Impulse Buying%Reference Groups' Proposal%Information Framework%Regulatory Fit%Regulatory Focus%Self-construction
本文引入调节匹配和自我建构的概念,探讨两种不同目标导向——促进与预防的消费者在面对两种不同的参照群体建议的信息框架（正面/负面）时对冲动购买行为的影响。并采用SPSS对数据进行处理,结果发现：在调节匹配的情况下,消费者冲动性购买的意图和行为程度更高,自我建构会干扰冲动性购买意图对购买行为的影响效果。
本文引入調節匹配和自我建構的概唸,探討兩種不同目標導嚮——促進與預防的消費者在麵對兩種不同的參照群體建議的信息框架（正麵/負麵）時對遲動購買行為的影響。併採用SPSS對數據進行處理,結果髮現：在調節匹配的情況下,消費者遲動性購買的意圖和行為程度更高,自我建構會榦擾遲動性購買意圖對購買行為的影響效果。
본문인입조절필배화자아건구적개념,탐토량충불동목표도향——촉진여예방적소비자재면대량충불동적삼조군체건의적신식광가（정면/부면）시대충동구매행위적영향。병채용SPSS대수거진행처리,결과발현：재조절필배적정황하,소비자충동성구매적의도화행위정도경고,자아건구회간우충동성구매의도대구매행위적영향효과。
The study utilizes the concept of regulatory fit and self-construction to analyze the influence of two types of consumers＇ goal orientation on the impulsive buying behavior faced with the information framework of two difference reference groups＇ proposal.By conducting theoretical research and empirical analysis,it has found that when regulatory fit appears,consumers have more positive purchase intentions and impulse buying on products and self-construction will affect the relationship between purchase intention and impulse buying.
