压力遵从还是享乐驱动？关系情境中群体消费者冲动购买行为的发生机理研究

As a common and high frequency form of irrational purchase, consumer impulsive buying behavior has been the research focus of marketing scholars for many years. The bulk of studies have paid more attention on the process and the outcome of an impulsive decision made by consumer alone, but few of studies pay more attention on group consumer’s impulsive buying behaviors which happened in a relationship situation, especially the research from the perspective of consumer’s emotional contagion and attribution style is rarely identified. This study attempts to fill the gaps of existing research. Based on the desire- willpower model, on the basis of the theories of social psychology such as emotional contagion, attribution theory and goal theory, the current project from two aspects of the desire and willpower try to uncover the internal decision-making mechanism of group consumers’ impulsive buying behaviors, which involves the following research contents:(1)explore the power mechanism of impulsive buying behaviors when consumers coincide with the initial reactions;(2)identity the power mechanism of impulsive buying behaviors when consumers are not consistent with the initial reactions;(3)propose the mechanism of group consumers’ self-control failures. This research may broaden our understanding of impulsive buying behavior happened in the relationship context, the conclusions also have constructive values for marketing practices and impulsive buying behavior management of individual consumer. In addition, the findings could help the government take the effective measures to prevent the possible social conflict and initiate education for consumers.

作为一种普遍而又高发的非理性购买形式，消费者冲动购买行为受到学者们的密切关注。但是已有针对单人购物情境中的冲动购买研究较多，而探讨关系情境中群体消费者冲动购买行为的研究较少，特别是从消费者之间的情绪传染以及归因方式转变角度切入的群体冲动购买研究尚未发现。本项目聚焦群体消费者的冲动购买现象，立足欲望-意志力双因素模型，在情绪传染理论、目标理论、归因理论等理论基础之上，从冲动购买的欲望产生和意志力减弱两个方面，深入透视群体消费者冲动购买行为发生的内部决策机理。本项目的研究内容具体包括三个方面:（1）初始意向一致时的冲动购买动力机制研究;（2）初始意向不一致时的冲动购买动力机制研究;（3）群体消费者自我控制失败的机理研究。研究结论不仅能够丰富和弥补现有关系情境中的消费者自我控制和冲动购买行为研究，对于企业营销实践、个人冲动购买行为管理和政府开展社会危机防治以及消费者教育工作也有较好的借鉴意义。

在国家自然科学基金青年项目的资助下，项目组围绕消费者结伴购物情境中所发生的冲动购买现象，主要完成以下几方面工作：（1）在欲望视角下，从情绪感染和目标启动两方面研究结伴购物消费者冲动欲望产生的动力机制；（2）在意志力视角下，从归因方式角度研究群体消费者的自我控制失败机制；（3）考虑到消费者心理因素对其行为决策的影响，探讨权力感和控制感对消费者冲动购买行为的影响。研究结果不仅可以为企业的营销实践提供指导，也可以为个人消费者冲动购买行为的管理以及政府的消费者教育和社会危机防范提供参考。.到目前为止，项目组共发表论文9篇，其中CSSCI收录论文6篇，北大中文核心期刊4篇。参加国内学术交流活动8次。