), 卢宏亮4 1 天津商业大学会计学院, 天津 300134
2 北京航空航天大学经济管理学院, 北京 100191
3 复杂系统分析与管理决策教育部重点实验室, 北京 100191
4 东北林业大学经济管理学院, 哈尔滨 150040
收稿日期:2017-11-20出版日期:2018-11-15发布日期:2018-09-26通讯作者:姚唐E-mail:yaot@buaa.edu.cn基金资助:* 国家自然科学基金项目(71602146);* 国家自然科学基金项目(71572006);* 国家自然科学基金项目(71302065);天津市哲学社会科学规划研究项目(TJGL15-042);天津市哲学社会科学规划研究项目(TJGL15-019)The mechanism of consumer impulsive buying in the context of shopping with others
WANG Yanzhi1, YAO Tang2,3(), LU Hongliang4 1 School of Accounting, Tianjin University of Commerce, Tianjin 300134, China
2 School of Economics and Management, Beihang University, Beijing 100191, China
3 Key Laboratory of Complex System Analysis, Management and Decision (Beihang University), Ministry of Education, Beijing 100191, China
4 College of Economics and Management, Northeast Forestry University, Harbin, 150040, China;
Received:2017-11-20Online:2018-11-15Published:2018-09-26Contact:YAO Tang E-mail:yaot@buaa.edu.cn摘要/Abstract
摘要： 冲动性购买是生活中的常见现象, 也是消费者行为研究的重要子领域。围绕单人购物情境下的冲动购买研究成果较多, 而对结伴购物情境下的冲动购买行为研究明显不足。聚焦结伴购物情境下消费者的冲动购买现象, 基于“欲望-意志力”模型, 在情绪感染理论、归因理论等理论基础之上, 采用焦点访谈法、实验法、问卷调查法等研究方法, 从欲望和意志力两个方面, 深入探讨结伴购物消费者冲动购买行为发生的内部决策机理。研究结论将丰富现有结伴购物情境下的冲动购买行为研究内容, 也为企业营销实践、个人冲动购买行为管理以及政府部门开展消费者教育提供理论指导。
图/表 2
图1本研究理论框架
图1本研究理论框架
图2本研究理论建构
图2本研究理论建构参考文献 80
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