华东理工大学学报:社会科学版
華東理工大學學報:社會科學版
화동리공대학학보:사회과학판
SOCIAL SCIENCES JOURNAL OF ECUST
2015年
1期
29~36
,共null页
冲动性购买 防御调节导向 外控 安全感
遲動性購買 防禦調節導嚮 外控 安全感
충동성구매 방어조절도향 외공 안전감
impulsive purchasing; prevention orientation; external locus of control; feeling of safety
本文以近年来国内发生的一系列抢购事件为研究背景,分析了冲动性消费以往研究存在的不足,并基于调节导向理论提出突发事件背景下中国消费者冲动性购买行为的基本发生机制。文章提出由于受传统文化的长期影响,中国消费者过于注重自我保护,在突发事件情境下往往会以集体无意识的形式以当前防御调节导向取代长期提升调节导向成为主导调节导向从而引发冲动购买,同时外控型人格特质则进一步加剧了冲动购买行为的扩散。
本文以近年來國內髮生的一繫列搶購事件為研究揹景,分析瞭遲動性消費以往研究存在的不足,併基于調節導嚮理論提齣突髮事件揹景下中國消費者遲動性購買行為的基本髮生機製。文章提齣由于受傳統文化的長期影響,中國消費者過于註重自我保護,在突髮事件情境下往往會以集體無意識的形式以噹前防禦調節導嚮取代長期提升調節導嚮成為主導調節導嚮從而引髮遲動購買,同時外控型人格特質則進一步加劇瞭遲動購買行為的擴散。
본문이근년래국내발생적일계렬창구사건위연구배경,분석료충동성소비이왕연구존재적불족,병기우조절도향이론제출돌발사건배경하중국소비자충동성구매행위적기본발생궤제。문장제출유우수전통문화적장기영향,중국소비자과우주중자아보호,재돌발사건정경하왕왕회이집체무의식적형식이당전방어조절도향취대장기제승조절도향성위주도조절도향종이인발충동구매,동시외공형인격특질칙진일보가극료충동구매행위적확산。
This article introduced the literatures on impulsive purchasing and the existing shortage based on a serial of panic buying happening in domestic market recently. Furthermore,a basic mechanism based on theory of regulatory orientation was put forward to interpret Chinese consumers' impulsive purchasing behavior in the emergent situation. The article suggested that Chinese consumers paid more attention to selfprotection overly according to the impact of additional culture. Thus,it resulted that the present regulatory focus was transformed from chronic promotion focus into current prevention focus so that the impulsive buying happened. Meanwhile,the personality type of external locus of control can further aggravate the spread of impulsive purchasing.