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论文编号：	2052
作者编号：	032881
上传时间：	2010/4/12 10:56:14
中文题目：	情感影响冲动性购买的机制研究
英文题目：	Mood, Emotion, Impulse Buying
指导老师：	范秀成
中文关键字：	心境 情绪 冲动性购买 机制
英文关键字：	Mood, Emotion, Impulse Buying, Mechanism
中文摘要：	为了在日益激烈的竞争环境生存和发展，企业往往采取各种策略和措施提升产品或服务的销售量。作为一种普遍的购买行为，冲动性购买占据了产品销售量相当大的部分，它自然成为企业营销活动的焦点之一。对这个现象的研究，无疑对零售行业和制造业和服务业都具有极大的价值。在过去的60多年间，这个论题得到了研究人员相当多的关注。奇怪地是，我们对它并不十分了解，尤其是情感与冲动性购买之间的具体关系。 关于心境对冲动性购买影响方面的研究，现有文献主要是从消费者视角出发，基于消费者的情感层面来探讨冲动性购买。沿袭这个视角的研究大都强调心境作为信息、心境一致性效应、心境影响信息加工以及心境的动机作用，却没有明确地提出并证实心境调控动机（变量）的存在。也有少量研究从心理学的认知层面来探讨冲动性购买，认为冲动性购买是自我控制失败/弱化的结果。但现有文献却忽视了心境对自我控制的影响及影响机制，自然也没有发现心境通过心境调控影响自我控制，进而影响冲动性购买。关于不同效价心境影响冲动性购买的机制上，现有文献也存在争议，而心境作为信息、心境一致性效应、心境影响信息加工、心境调控机制是否对不同效价的心境都发挥作用则是其争议的焦点。另外，虽然现有研究认识到了情绪与冲动性购买之间存在相关关系，但却没有就这种关系的实质进行深入地探讨，在心境是否都影响情绪的愉悦和唤醒维度、愉悦和唤醒是否都影响冲动性购买这个问题上，仍然众说纷纭。 从单一视角出发探讨复杂的冲动性购买现象不仅割裂了现象之间联系，也阻碍了我们对这个现象的深入理解。本文则以心境调控行为为联结点，将情感视角和认知视角结合起来，以复合观点来考察情感影响冲动性购买的机制。通过对冲动性购买、情感（心境和情绪）、自我控制、浏览等方面的文献回顾，分析了现有研究存在的局限和不足，进而发掘出进一步研究的空间并指出了进一步研究的思路。在详细地剖析情感影响冲动性购买机制的基础上，指出了心境影响冲动性购买的具体过程，构造了一个整合过程性模型，并就概念之间的关系提出了一系列的理论假设。 在研究设计中，我们从已有的问项库中选择了一些有效问项构成了研究概念的相关量表。由于在现有的研究中缺乏可操作的属性层次的自我控制量表，论文初步开发了一个包括5个问项的新量表。经过对调查数据的正态化处理之后，本文使用了LISREL最大似然法作为结构方程分析的方法。通过对预调查数据的分析，对量表进行了提炼和修正。 正式调查选择在天津市两个城区的两个大型超市进行，采用拦截访谈调查法，共发放问卷480份，回收有效问卷321份。首先我们对正式调查数据进行描述性分析、正态分布检验；然后，我们对外部模型进行评价，获得了正式调查在内部一致性信度、内敛效度和判别效度方面的充分证据。之后，我们对内部模型进行了评价，得到路径系数、路径显著性（T值）。 论文研究主要得到以下结论： 第一，心境可以通过我们发现的新机制（削弱控制机制）影响冲动性购买，即心境通过产生心境调控动机而诱发心境自我调控行为，心境自我调控行为进而导致自我控制能力的暂时性下降，而自我控制能力的暂时性下降导致冲动控制失败或弱化，进而导致了更多冲动性购买的发生。新机制的发现为我们分析心境对冲动性购买的影响提供了另一条有价值的途径和线索。 第二，不同效价心境影响冲动性购买的机制和效果不同。虽然积极心境和消极心境都通过促进机制和削弱控制机制影响冲动性购买，但积极心境影响冲动性购买的促进机制包含了更广泛的内容。积极心境的促进机制包括心境作为信息、心境一致性效应、心境影响信息加工和心境调控机制；消极心境的促进机制主要指心境调控机制。二者的区别说明积极心境可以通过情绪的愉悦维度影响冲动性购买，而消极心境对冲动性购买的影响中不存在这种机制。实证研究表明：积极心境影响情绪的愉悦维度，而没有影响唤醒维度；与消极心境相比，积极心境在更大程度上影响冲动性购买。 第三，心境和情绪影响的冲动性购买机制和过程不同。心境通过心境促进机制以及削弱机制影响冲动性购买；而情绪（愉悦维度）通过情绪作为信息机制实施影响，这一点在现有文献中还没有提及。作为背景性情感状态，心境不可能直接导致冲动性购买。心境影响冲动性购买具有过程性，在这个过程中有几个中介变量发挥了关键作用。心境是否能够引发冲动性购买，这主要取决于心境是否能够引发强烈的心境自我调控动机；只有在人们选择店内浏览调控心境的情况下，才有可能产生强烈的冲动购买驱力，才能解释冲动购买驱力的产生、产生过程和特定情境性。在这个关键过程中，我们基于顾客的心理过程分析引入了购买驱力这个变量，从而更好地解释了消费者在冲动性购买过程中面临的强烈的购买欲望与自我控制之间的内部冲突现象，也使削弱控制机制的存在有了合理的基础；而情绪则没有通过中介变量便直接影响冲动性购买驱力，这一点与心境的影响过程不同。 第四，我们构建的整合模型得到了实证支持。这说明以心境调控行为（店内浏览）为两种研究视角的结合点是科学合理的。也就是证明了：在心境影响冲动性购买过程中，心境促进机制和削弱控制机制可以同时发挥作用，冲动性购买是两者共同作用的结果。整合模型的建立无疑促进了我们更全面地解释心境对冲动性购买的影响。 第五，心境调控动机确实是心境与冲动性购买之间的一个关键中介变量。我们充分地证明两点：人类普遍存在享乐性动机，这一点也印证了本文的假定；心境调控动机是确实存在一个可以测量的变量。
英文摘要：	Firms formulate strategy and take measures to increase the sales of products/service for survival and development in the tough competition environment. As a common buying behavior, impulse buying （IB） accounts for a significant portion of product sales, it is naturally becoming the focus of the enterprise marketing activities. Research on this phenomenon, no doubt will be of great value to the retail and manufacturing industry. Over the past 60 years, there has been a noticeable rise in the research interests in this issue. Strangely, we do not fairly know it well, especially the specific relationship between affect and IB. Past research primarily grounded in the effect on impulse buying of mood within the range of the consumer’s affection. It focused mainly on the mood as information （MIS）, mood-congruence effect （MCE）, mood’s influence on information processing （MIIP） and the mood motivation role from this point of view, but did not clearly elucidate the existence of mood self-regulation motivation. Several studies examining the IB within the cognitive range of psychology found that IB was responsible for the self-control failure/attenuation. An overview of the past literature suggests that they had neglected the effect on self-control of mood and its mechanism, naturally failed to confirm that the mood affect self-control through the mood self-regulation, influencing IB in turn. It is controversial in the past studies on the mechanism of the effect on IB of different valenced mood, and a focus of dispute if they play a role in different valenced mood or not, including MIS, MCE, MIIP and the mood self-regulation mechanism （MSM）. Furthermore, past researches while recognizing that there is correlation between emotion and IB, but does not explore the nature of this relationship explored in depth, has not yet decided this issue if pleasure and arousal affect IB both or not. Studies from a unitary perspective dissevered the relation between phenomena, and hindered our in-depth understanding. The dissertation examined factors influencing IB from multi-points based on the mood self-regulation with combination of mood perspective and cognitive perspective. Reviewing literatures on IB, affect （mood and emotion） and self-control, We analyzed limitations of past studies, and implies the further room to study, more works needs to be done further. On the basis of detailed analysis of the mechanism through that mood affect IB, the process of the mood effect IB was suggested and an integrated theoretical model was constructed, and a series of hypothesis among the concepts were formulated. In the study design, we chose some effective items from the pool to constitute a scale of concepts. Lack of a non-operational self-control scale in the existing study, a new 5-item scale was roughly developed. A method of LISERL was used as a method of the structure equation analysis after normality distribution being made with the survey datum. Analysis on pre-survey datum, we simplified and modified the scale. A formal survey was made in 2 big supermarkets in two districts in Tianjin, issuing 480 copies of the questionnaire, receiving 321 effective ones. We tested normality distribution and descriptively analyzed the formal survey datum, then we evaluated the outer model, obtaining sufficient evidence of formal survey on internal consistent reliability, convergent validity and discriminant validity. At last, we analyzed the inner model to get path coefficients and path significance level （T value）. It drew the following conclusions: Firstly, mood can affect IB through a new mechanism （impair self-control mechanism, ISM）, i.e. mood leading to the mood self-regulation motivation, there will be a temporal decline in self-control capability, which will facilitate the occurrence of more IB behaviors finally. This approached the effect on IB of mood from an alternative angle. Secondly, different valenced mood has different mechanism and degree to affect IB. Although positive mood (PM) and negative mood (NM) affect IB through boost mechanism （BM）and ISM, it covers broader content for BM to positive mood effect IB, which includes MI, MCE, MIIP, and MSM. BM to negative mood mainly refers to MSM. Distinction between them explains the former effect IB through emotion, the latter no existence of the mechnism. The emperical evidences illustrate that PM affects pleasure dimension of emotion only without any impact on arousal dimension; which influences IB with comparison to NM’s effect to a greater extent. Thirdly, different effect mechanism and process lie in mood and emotion. The former affects through BM and ISM indirect effect IB; the latter (arousal dimension ) has an impact on IB as the decision information, not been uncovered by past researches. Mood can result in IB in the process as a background affect state. During the process, several intervening variables exert a crucial influence. Whether mood initiates IB mainly relies on if mood can trigger mood self-regulation motivation intensely. The mood self-regulation mechanism must pass into the browsing in the store at the same time, leading to an urge for explanation urge generation, process and the specific context. At this critical process, we added the variable （urge） based on the analysis of psychological process of buying for better explanation the inner internal conflict phenomenon between urge and self-control faced in the course of customers’ IB behaviors, providing a rationale for the existence of ISM. While emotion （pleasure dimension）affect IB without any intervening variable, which separates from mood effect. Fourthly, the specified model got empirical support, this finds it rational to treat mood self-regulation behavior （in-store browsing） as joint of two kinds of study. It also proves that in the process of mood effect IB, BM including MI, MCE, and MIIP, play a simultaneous role with ISM, which is the joint result. The intergrated construct facilitates in the overall explanation of mood effect IB. Finally, it is true that the mood self-regulation motivation is the crucial intervening variable between the mood and IB. We expressed two points adequately: hedonism exists everywhere, which testified the supposition （that is hedonism）; mood self-regulation motivation is a truly measurable variable.
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