信息框架、调节匹配和自我建构对冲动性购买行为的影响

摘要

The study utilizes the concept of regulatory fit and self-construction to analyze the influence of two types of consumers＇ goal orientation on the impulsive buying behavior faced with the information framework of two difference reference groups＇ proposal.By conducting theoretical research and empirical analysis,it has found that when regulatory fit appears,consumers have more positive purchase intentions and impulse buying on products and self-construction will affect the relationship between purchase intention and impulse buying.%本文引入调节匹配和自我建构的概念,探讨两种不同目标导向——促进与预防的消费者在面对两种不同的参照群体建议的信息框架（正面/负面）时对冲动购买行为的影响。并采用SPSS对数据进行处理,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,自我建构会干扰冲动性购买意图对购买行为的影响效果。