CAJ | 학술논문

当消费者对非计划购买产生犹豫时,营销者应如何引导他们的购买行为？本文通过准实验与控制实验的方法探究该问题。研究结果显示：（1）营销者可以通过设计预期欣喜和预期后悔信息提高其非计划购买意向;（2）但是预期性思考的有效性还受到消费者自我调节导向的影响：预期欣喜对提高趋利导向消费者的非计划购买意向较有效,预期后悔对提高避害导向消费者的非计划购买意向较有效;（3）预期欣喜和预期后悔通过影响消费者对购买合理性的判断而影响他们的非计划购买意向。
당소비자대비계화구매산생유예시,영소자응여하인도타문적구매행위？본문통과준실험여공제실험적방법탐구해문제。연구결과현시：（1）영소자가이통과설계예기흔희화예기후회신식제고기비계화구매의향;（2）단시예기성사고적유효성환수도소비자자아조절도향적영향：예기흔희대제고추리도향소비자적비계화구매의향교유효,예기후회대제고피해도향소비자적비계화구매의향교유효;（3）예기흔희화예기후회통과영향소비자대구매합이성적판단이영향타문적비계화구매의향。
Unplanned purchase is very pervasive in daily life, which is characterized by the combination of cognition and affect. This study aimed at investigating the question of how to influence consumers＇unplanned purchase decision when they hesitate on whether to buy or not. Previous studies confirmed that prefactual thinking can affect consumers＇ behaviors through signifying possible results of a certain behavior. Thus, we proposed that both anticipated regret and anticipated rejoice has the potential to enhance consumers＇ unplanned purchase intention. The motivation theory, however, suggests that consumers with different regulatory focuses have different sensitiveness towards gains and losses. Based on that, we proposed that anticipated regret was more effective for prevention-focused consumers, while anticipated rejoice was more effective for promotion-focused consumers. Regarding the mechanism of the effect of prefactual thinking, we drew inspiration from justification theory and proposed that prefactual thinking influences consumers＇judgment of reasonableness of unplanned purchase, through which to influence their unplanned purchase intention. This research contained two studies. Study 1 utilized quasi-experiment method with 136 subjects to examine the interactive effects of prefactuat thinking and regulatory focus on unplanned purchase intention. In this study, we measured participants＇regulatory focuses and manipulated their prefactual thinking. We used paired t-test to examine the impact of anticipated regret and anticipated rejoice on the change of unplanned purchase intention, and used two-way ANOVA to analyze the interactive effects of prefactual thinking and regulatory focus on subjects＇ final unplanned purchase intention and on their intention change. Study 2 was designed as an experiment with 218 subjects to examine the role of justification in the process. In this study, we manipulated both subjects＇ regulatory focuses and their prefactual thinking. Like in Study 1, we utilized paired t-test to examine the impact of anticipated regret and anticipated rejoice on the change of unplanned purchase intention, and utilized t-test to examine the influence of prefactual thinking on subjects＇ perceptions of gain-related reasons and loss-related reasons. The interactive effects of justification and regulatory focus were tested through regression analysis. The results demonstrate that marketers can enhance consumers＇justification perception of the unplanned purchase by designing anticipated rejoice and anticipated regret impetus, through which to enhance their unplanned purchase intention. However, the results indicate that the effectiveness of prefactual thinking varies with consumers＇regulatory focus. Anticipated rejoice is more effective for promotion-focused consumers while anticipated regret is more effective for prevention-focused consumers. We also find that promotion-focused consumers place more emphasis on gain-related reasons when making unplanned purchase decisions, while prevention-focused consumers place more emphasis on lossrelated reasons when making unplanned purchase decisions. This study broads our understanding on consumer behavior by inquiring into unplanned purchase behavior, which is in the middle of impulsive purchase and planned purchase and characterized by combining both cognition and affect. Furthermore, it is the first to investigate the question of how to affect unplanned purchase behaviors. It can also have managerial implications. First, it reminds managers that consumers＇unplanned purchase can be influenced and managed by designing effective marketing tactics. In order to enhance unplanned purchase intention, retailing managers should encourage consumers to imagine the potential results of purchase or non-purchase. When designing marketing tactics, mangers should keep consumers＇ characteristics in mind. They should encourage promotion-focused consumers to imagine the possible pleasure or rejoice of making purchase, and encourage prevention-focused consumers to imagine the possible pain or regret of making non-purchase.