网络购物中人造节日的消费者情绪感知与冲动性购买：神经营销学的研究

With the rapid development of e-commerce in China, artificial holiday, as a key factor of the online shopping, plays a great role on consumers’emotional perception and purchase decision.Combined with the hot social issues, the current study focuses on the influence of artificial holiday in online shopping on consumer's emotional perception and impulse buying.. Adopting comprehensive methods of Neuromarketing and behavior,we carried out a progressive series of experiments. First, we researched the behavioral mechanism of consumer’s emotional perception and impulse buying under the artificial holiday in online shopping. Secondly, we explored the cognitive mechanism of consumer’s emotional perception and impulse buying. Finally, a theoretical model of cognition and behavior was built. This theoretical model would be further revised and improved combined with the methods of questionnaire survey,case analysis, etc.Accordingly, marketing strategies and management suggestions were proposed.. Several innovations of the current study can be listed as follows. For the perspective, this study focuses on the context of artificial holiday rather than the product itself in online shopping, which breaks the limitations of the traditional research and provides a new research perspective for consumer decision-making.For the research method, this study adopts the frontier method of Neuromarketing rather than traditional methods. It helps to explore the consumer’s cognitive processes and brain regions when they are developing emotional perception and impulse buying under the context of artificial holiday in online shopping. With the method of Neuromarketing, we can find neuroscience indexes to predict consumer’s behavior, and provide micro evidences for traditional researches of consumer decision-making.

我国电商快速发展背景下，“网购人造节日”作为在线购物中的关键营销要素，对消费者的决策产生重要影响。本项目结合社会热点事件，重点研究网购人造节日对消费者情绪感知与冲动购买的影响。. 本研究运用神经营销学和行为学双重研究方法，通过递进的系列实验，先研究消费者在网购人造节日情境下情绪感知与冲动购买的行为学规律，再探索网购人造节日信息触发消费者情绪感知并促进冲动购买的认知神经机理，最后建立消费者 “认知-行为”理论整合模型，结合问卷调查、案例分析等研究方法，提出管理对策。. 在研究视角上，本研究从网购人造节日刺激的角度而不是商品本身切入研究，为传统的消费者决策研究提供新的研究视角。在研究方法上，采用神经营销学方法探究网购人造节日情境下消费者情绪感知和冲动购买行为在脑电时间进程和脑区空间维度上的变化特征，找到预测相关消费行为的神经科学指标，为传统的消费者决策研究从更微观层面提供认知科学依据。

人造节日是网络购物中的重要营销要素，对消费者的购买决策产生重要的影响。本研究以我国迅速发展的网络购物和人造节日为背景，运用神经营销学和行为学研究方法，研究人造节日对消费者情绪感知与购买决策的影响。主要工作包括：（1）梳理相关文献研究，探索网络购物中能够影响消费者决策的人造节日要素。（2）研究消费者评估处理人造节日的认知指标，探索在不同节日因素下消费者情绪感知差异的认知机理；研究发现人造节日比非节日诱发更强的积极情绪感知，人造节日促销中娱乐型产品相比功能型产品激发更强负性情绪感知。（3）研究消费者在不同人造节日因素下产生购买决策过程中的关键认知和行为指标，探索消费者购买决策差异的认知和行为学机制；研究发现消费者在人造节日背景下相比非节日表现出更高的购买意愿，在大脑认知加工中反映于匹配感知和情绪感知阶段；消费者在人造节日促销中更偏好于功能型产品，在大脑认知阶段反映于注意力加工和情绪感知阶段。(4)基于神经营销学的认知机理,运用人造节日这一关键要素，提出有效应对消费者心理的网络营销策略建议。本研究为传统的消费者决策研究提供了新的研究视角，为人造节日相关研究从微观层面提供了认知科学依据。