正负面建议呈现方式和调节匹配对冲动性购买行为的影响

摘要

本文采用架构为2（参照群体建议的信息框架：正面框架/负面框架）×2（调节焦点：促进型焦点/防御型焦点）×2（认知需求：高认知需求/低认知需求）的组间设计,分析参照群体建议的信息框架、调节匹配和认知需求对消费者冲动性购买行为的影响。研究结果发现：在调节匹配的情况下,消费者冲动性购买的意图和行为程度更高,且认知需求会干扰调节匹配对冲动性购买意图和行为的影响效果。%A2（framing effect of reference group＇s proposal：positiveegative） × 2（regulatory focus：promotion/prevention） × 2（need for cognition：high/low） experiment is conducted to analyze the effect of framing effect of reference group＇s proposal,regulatory fit,and need for cognition on impulse buying.The experiment reveals that consumers respond differently to various framing message of reference group＇s proposal.When regulatory fit appears,consumers have more positive purchase intention and impulse buying on products.The need for cognition will moderate the effect of regulatory fit on purchase intention and impulse buying.