自我建構與調節焦點對衝動性購買行為之影響

The Influences of Self-construal and Regulatory Focus on Impulsive Buying Behavior

10.6226/NTURM2012.AUG.M5

蕭至惠(Chih-Hui Hsiao)；蔡進發(Chin-Fa Tsai)；許雅涵(Ya-Han Hsu)

自我建構 ； 調節焦點 ； 衝動性購買 ； self-construal ； regulatory focus ； impulsive buying

臺大管理論叢

23卷1期（2012 / 12 / 01）

119 - 149

繁體中文

探討消費者的自我建構與衝動性購買行為之研究並不多，本文從自我建構與調節焦點訊息來探討這兩者對消費者衝動性購買行為之影響。本研究以183位大學生為研究對象，採取2（自我建構：獨立我、相依我）×2（調節焦點：促進型焦點、預防型焦點）的受試間實驗設計，進行假說驗證。研究結果顯示，（1）當消費者的獨立我被促發時，將容易產生衝動性購買行為；（2）相較於預防型焦點訊息，若廠商提供促進型焦點的訊息類型，消費者將比較容易產生衝動性購買行為；（3）自我建構與調節焦點二變數之間有一個明顯的交互作用，當消費者處於獨立我狀態時，廠商提供促進型焦點的訊息類型，消費者將容易產生衝動性購買行為；但是當消費者處於相依我狀態時，此時廠商若提供預防型焦點的訊息類型，則較容易使消費者產生衝動性購買行為。

There is rare research on consumers' self-construal and impulsive buying behavior. The aim of this study is to investigate the influence of self-construal and regulatory focus on consumers' impulsive buying behavior. Thus, a 2 (self-construal: dependent self-construal or independent self-construal) ×2 (regulatory focus: promotion focus or prevention focus) between-subjects design is used and 183 undergraduate students are our subjects. The results are as follows. First, when independent self construal is stimulated, consumers tend to have impulsive purchasing behavior. Second, the consumers tend to have impulsive purchasing behavior when provided with promotion-focus information. Third, there are significant interactions between self-construal and regulatory focus on impulsive purchasing behavior. Independent consumers tend to have impulsive purchasing behavior when provided with promotion-focus information. However, dependent consumers tend to have impulsive purchasing behavior when provided with prevention-focus information.

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