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论文编号：	15993
作者编号：	2120243797
上传时间：	2026/6/2 12:10:42
中文题目：	高折扣下产品信息的冲动抑制效应——基于fNIRS技术的电商导购场景实证研究
英文题目：	The Impulse Inhibition Effect of Product Information under High Discounts: An Empirical Study Based on fNIRS Technology in E-commerce Shopping Guidance Scenarios
指导老师：	李凯
中文关键字：	电商导购平台；产品信息；冲动抑制；说服知识模型；功能性近红外光谱技术
英文关键字：	E-commerce Shopping Guide Platform; Product Information; Impulse inhibition; Persuasion Knowledge Model; Functional Near-Infrared Spectroscopy (fNIRS)
中文摘要：	近年来，电子商务已成为我国零售体系中的重要基础设施。与传统商业相比，电商之所以能够持续扩张并深刻改变消费者购买方式，一个核心原因在于其在价格透明、跨平台比较和大规模促销上的优势。尤其在直播电商、短视频电商等新业态中，低价往往与内容呈现、情绪感染和即时互动共同作用，更容易诱发消费者的即时购买冲动。与此同时，互联网平台又不断通过商品介绍、评论、推荐系统和内容展示等方式向消费者提供丰富的信息，理论研究与实践经验普遍认为，这类信息供给有助于消费者理解商品、降低不确定性并促进购买转化。在此背景下，当高折扣所带来的冲动消费倾向，与产品信息所带来的审慎加工同时出现时，二者究竟会相互强化，还是可能相互抵消？ 围绕这一问题，本研究将电商导购平台视为一个能够同时观察“促销机制”与“信息机制”的研究情境。依托企业真实运营数据与功能性近红外光谱技术（fNIRS）实验数据，本研究考察了在不同折扣条件下，产品信息对消费者购买行为的影响方向及其脑神经机制。首先，基于“什么值得买”平台真实交易数据建立负二项回归模型，结果发现：在高折扣条件下，产品信息会抑制消费者购买行为；而在低折扣条件下，产品信息则会促进消费者购买行为。其次，通过1个在线预实验和1个fNIRS实验室实验，本研究进一步发现，在高折扣条件下，产品信息会提高右背外侧前额叶皮层（r-dlPFC）的活动量，增强消费者的冲动抑制行为，从而抑制高折扣带来的即时购买冲动并降低购买意愿；在低折扣条件下，产品信息则会降低r-dlPFC的活动量，减少冲动抑制行为，并提高购买意愿。 本研究的理论贡献主要体现在三个方面。第一，本研究揭示了“折扣刺激”与“产品信息”在新电商业态中的联合作用及其边界条件，说明高折扣条件下产品信息会抑制消费者的购买行为。第二，本研究将说服知识模型与冲动消费、自我控制机制相结合，说明产品信息并不总是促进购买，其作用方向取决于折扣所塑造的决策状态：在低折扣下，产品信息主要发挥诊断性作用；在高折扣下，产品信息则可能激活说服识别与审慎加工，从而抑制原本由高折扣激发的消费冲动。第三，本研究结合神经管理学与fNIRS方法，利用r-dlPFC活动量揭示了高折扣下产品信息抑制消费冲动的神经机制。实践上，本研究表明：在低折扣情境下，平台和内容发布者可适当增加产品信息以促进购买；而在高折扣情境下，若目标是维持促销所激发的即时转化，则应谨慎控制产品信息的呈现强度，以避免消费者由冲动下单转入审慎评估。
英文摘要：	In recent years, e-commerce has become an important infrastructure in China's retail system. Compared with traditional commerce, the reason why e-commerce can continuously expand and profoundly change consumers' purchasing behavior lies in its advantages in price transparency, cross-platform comparison, and large-scale promotions. Especially in new business models such as live-streaming e-commerce and short-video e-commerce, low prices often work together with content presentation, emotional appeal, and immediate interaction to more easily trigger consumers' immediate purchase impulses. At the same time, internet platforms continuously provide consumers with rich information through product introductions, comments, recommendation systems, and content displays. Theoretical research and practical experience generally believe that this kind of information supply helps consumers understand products, reduce uncertainty, and promote purchase conversion. In this context, when the impulse consumption tendency brought by high discounts and the cautious processing brought by product information occur simultaneously, will they mutually reinforce or possibly cancel each other out? Regarding this issue, this paper regards e-commerce shopping guide platforms as a research context that can simultaneously observe "promotion mechanisms" and "information mechanisms". Based on real operational data of enterprises and functional near-infrared spectroscopy (fNIRS) experimental data, this paper examines the direction of the impact of product information on consumers' purchasing behavior and its neural mechanism under different discount conditions. First, a negative binomial regression model was established based on the real transaction data of the "What's Worth Buying" platform, and the results showed that in high discount conditions, product information would inhibit consumers' purchasing behavior; while in low discount conditions, product information would promote consumers' purchasing behavior. Secondly, through an online pre-experiment and a fNIRS laboratory experiment, this paper further discovered that in high discount conditions, product information would increase the activity of the right dorsolateral prefrontal cortex (r-dlPFC), enhance consumers' impulse inhibition behavior, thereby suppressing the immediate purchase impulse brought by high discounts and reducing purchase intention; in low discount conditions, product information would reduce the activity of r-dlPFC, reduce impulse inhibition behavior, and increase purchase intention. The theoretical contributions of this paper mainly lie in three aspects. First, this paper reveals the joint effect of "discount stimulation" and "product information" in the new e-commerce environment and its boundary conditions, indicating that product information will inhibit consumers' purchasing behavior under high discount conditions. Second, this paper combines the persuasion knowledge model with impulse consumption and self-control mechanisms, explaining that product information does not always promote purchase; its direction of action depends on the decision-making state shaped by discounts: in low discount conditions, product information mainly plays a diagnostic role; in high discount conditions, product information may activate persuasion recognition and cautious processing, thereby suppressing the original consumption impulse triggered by high discounts. Third, this paper combines neuro-management and fNIRS methods to reveal the neural mechanism by which product information inhibits consumption impulses under high discounts. Practically, this paper indicates that in low discount situations, platforms and content publishers can appropriately increase product information to promote purchase; while in high discount situations, if the goal is to maintain the immediate conversion triggered by the promotion, then the intensity of product information presentation should be carefully controlled to avoid consumers' immediate purchase decisions turning into cautious evaluations.
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