發(fā)布時(shí)間：2018-06-27 02:05

  本文選題：沖動(dòng)購(gòu)買意愿 + 促銷框架　； 參考：《蘇州大學(xué)》2014年碩士論文

【摘要】：已有研究表明，調(diào)節(jié)定向與信息框架影響沖動(dòng)購(gòu)買，調(diào)節(jié)定向與信息框架的匹配可以增加消費(fèi)者的沖動(dòng)購(gòu)買。本研究主要探討了不同性質(zhì)的調(diào)節(jié)定向與促銷框架對(duì)沖動(dòng)購(gòu)買意愿的影響。 研究一以125名大學(xué)生為被試，，采用2(情境性調(diào)節(jié)定向：促進(jìn)定向，預(yù)防定向)×2(促銷框架：積極框架，消極框架)被試間設(shè)計(jì)，著重探討情境性調(diào)節(jié)定向和促銷框架對(duì)沖動(dòng)購(gòu)買意愿的影響。結(jié)果發(fā)現(xiàn)，情境性調(diào)節(jié)定向與促銷框架有明顯的交互作用，也就是說(shuō)，在積極框架下，情境性促進(jìn)定向比預(yù)防定向的沖動(dòng)購(gòu)買意愿更高，在消極框架下，情境性預(yù)防定向比促進(jìn)定向的沖動(dòng)購(gòu)買意愿更高。 研究二以114名大學(xué)生為被試，采用2(特質(zhì)性調(diào)節(jié)定向類型：促進(jìn)定向，預(yù)防定向)×2(促銷框架：積極框架，消極框架)被試間設(shè)計(jì)，著重探討特質(zhì)性調(diào)節(jié)定向和促銷框架對(duì)沖動(dòng)購(gòu)買意愿的影響。結(jié)果發(fā)現(xiàn)，特質(zhì)性調(diào)節(jié)定向與促銷框架有明顯的交互作用，也就是說(shuō)，在積極框架下，特質(zhì)性促進(jìn)定向比預(yù)防定向的沖動(dòng)購(gòu)買意愿更高，在消極框架下，特質(zhì)性預(yù)防定向比促進(jìn)定向的沖動(dòng)購(gòu)買意愿更高。 基于以上的研究結(jié)果，該研究認(rèn)為，調(diào)節(jié)定向與促銷框架之間存在一種匹配，即促進(jìn)定向與積極框架匹配，預(yù)防定向與消極框架匹配，匹配組比不匹配組的沖動(dòng)購(gòu)買意愿更高。
[Abstract]:Previous studies have shown that adjusting orientation and information framework affect impulse buying, and the matching of adjusting orientation and information framework can increase consumers' impulse purchase. This study focuses on the effects of different regulatory orientation and promotion framework on impulse purchase intention. In the first study, 125 college students were chosen as subjects, and the subjects were designed as 2 (situational orientation: promoting orientation, preventive orientation) 脳 2 (promotion framework: positive framework, negative frame). This paper focuses on the influence of situational adjustment orientation and promotion framework on impulse purchase intention. The results showed that situational regulation orientation and promotion framework had obvious interaction, that is, in the positive framework, situational promotion orientation was higher than the prevention of oriented impulse purchase willingness, in the negative framework. Situational prophylaxis of orientation is higher than impulse purchase intention to promote orientation. In the second study, 114 college students were chosen as subjects, and the subjects were designed as follows: 2 (type of idiosyncratic adjustment orientation: promoting orientation, preventive orientation) 脳 2 (promotion framework: positive frame, negative frame). This paper focuses on the influence of trait adjustment orientation and promotion framework on impulse purchase intention. The results showed that there was a significant interaction between the specific regulatory orientation and the promotion framework, that is, in the positive framework, the idiosyncratic promoting orientation was higher than the impulse purchase intention to prevent the orientation, and in the negative framework, Idiosyncratic prophylaxis of orientation is higher than impulse buying intention to promote orientation. Based on the above results, it is concluded that there is a matching between the regulatory orientation and the promotion framework, that is, to promote the orientation and the positive frame matching, to prevent the orientation and the negative frame matching, the matching group is more willing to buy impulsively than the mismatched group.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：B849

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