| 框架效应对冲动性购买行为的影响研究 |
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| 引用本文： | 梁承磊,李秀荣.框架效应对冲动性购买行为的影响研究[J].山东财政学院学报,2012(1):72-81. |
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| 作者姓名： | 梁承磊 李秀荣 |
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| 作者单位： | 山东财经大学东方学院;山东财经大学工商管理学院 |
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| 基金项目： | 山东省自然科学基金高校联合专项“信息框架对冲动性购买决策的影响—调节匹配的视角”(ZR2010GL024) |
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| 摘 要： | 采用2×2×2的实验设计分析框架效应和调节定向对冲动性购买行为的影响。研究发现,正面的属性框架和负面的目标框架下皆有助于提高冲动性购买的程度;调节定向会干扰框架效应对冲动性购买行为的影响效果;当消费者为促进定向时,正面属性框架下的冲动性购买程度更高;促进定向的消费者在正面目标框架下的冲动性购买行为明显增强,而防御定向的消费者在负面目标框架下的冲动性购买行为会明显增强。
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| 关 键 词： | 框架效应 冲动性购买行为 调节定向 属性框架 目标框架 |
The Effect of Framing Message on Impulse Buying Behavior |
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| LIANG Cheng-lei,LI Xiu-rong.The Effect of Framing Message on Impulse Buying Behavior[J].Journal of Shandong Finance Institute,2012(1):72-81. |
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| Authors: | LIANG Cheng-lei LI Xiu-rong |
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| Institution: | 1.Dong Fang College,Shandong University of Finance,Jinan 271000,China; 2.School of Business Administration,Shandong University of Finance and Economics,Jinan 250014,China) |
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| Abstract: | A 2(attribute framing effect: positive/negative) ×2(goal framing: positive/negative) ×2(regulatory focus: positive/negative)experiment was performed in this article in order to analyze the effect of framing effect and regulatory focus on impulse buying.Through theoretical research and empirical analysis,we find out that the positive attribute framing and negative goal framing message are proven to be contributive in increasing impulse buying.Regulatory focus will moderate the effect of framing effect on impulse buying.When customers are positively oriented,their impulse buying extent is higher in the positive attribute framing and the impulse buying behavior are obviously stronger in the positive goal framing.When customers are defense-directed,their impulse buying behavior will become obviously stronger in the negative goal framing. |
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| Keywords: | framing effect impulse buying regulatory focus attribute framing goal framing |
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