冲动购买行为研究实证探析-final.docx

冲动购买行为研究实证探析 10级应用心理学二班 宋玮 摘要 随着经济的飞速发展和社会物质水平的提高，消费者的购物观念和品味在不断发生转变，同时也更注重情感的释放，生活节奏的加快从侧面促使消费者对购物的便捷性提出更高的要求。在这种情况下，冲动性购买行为逐渐的成为当前消费的主流，研究消费者冲动性购买行为具有重要意义。 国内外对冲动购买行为的研究已有将近60年的 HYPERLINK /thesis/List_148.html \o 历史论文 \t _blank 历史，本研究首先通过国内对此的相关研究分析，提出冲动性购买行为的主要影响因素和研究假设，在此基础上构建理论概念模型。根据国内外相关量表设计调查问卷相应的变量测量项目，以刚刚在超市、商场购物完毕的消费者为样本，进行实证调查。调查问卷以随机抽样的方式进行，共发放问卷487份，回收问卷415份，有效问卷407份。本研究采spss19．0统计软件对调查数据进行统计分析，对问卷进行运用独立样本t检验、回归分析等方法对统计结果进行分析和总结，并根据研究结果得出相关结论，提出对行销的相关策略以提升企业销售业绩。 笔者得出研究结论主要包括以下3方面： 外界刺激和购买者自身的冲动特质对其情感感应具有直接影响，其中影响程度最大的是消费者自身的冲动特质，其次为外界刺激； 情感反应越强烈，冲动性购买意愿越强烈； 消费者冲动性购买意愿越强烈，认知评估越趋向正向积极；以往冲动购买经历越愉快越刺激消费者认知评估趋向正向积极，以往冲动性购买经历越不愉快越能够刺激消费者认知评估趋向负向消极。 关键词：冲动性购买；情感反应；冲动性购买意愿；认知评估 Abstract With the development of the economic and material in our daily life, customer’s consumption and taste had been changed since then. Fast moving life had made customer had more emphasis on the convenience of purchasing. Under these situation, impulsive buying had become more and more popular and study impulsive buying had an important meaning. Research of impulsive buying now had a history of around 60 years. The research first based on the research of domestic and foreign researchers ’result, then make assumption of this research and analysis the main factor that had impact on impulsive buying. The research had a real time test for those people had just finished their purchasing from markets. 487 questionnaire been published while 407 valuable ones been returned. According to the research, we found 3 main results: Exteroceptive senses and customer’s impulsive characteristics had direct impact on impulsive buying activity. And Customer’s impulsive characteristics had a greater impact than exteroceptive senses. A greater level of emotional reaction, the more impulsive purchase intention a customer will have. The more impulsive purchase intention a customer have, the more positive cognitive appraisal will reach. While the happier of previous impulsive