文献类型：期刊文献

中文题名：突发事件情境下中国消费者冲动性购买行为研究

英文题名：The Research into Chinese Consumers' Impulsive Purchasing Behavior in the Situation of Emergent Accidents

作者：戚海峰[1]

机构：[1]华东理工大学商学院,上海200237

年份：2015

卷号：30

期号：1

起止页码：29

中文期刊名：华东理工大学学报（社会科学版）

外文期刊名：Journal of East China University of Science and Technology：Social Science Edition

收录：国家哲学社会科学学术期刊数据库;CSSCI:【CSSCI2014_2016】；

语种：中文

中文关键词：冲动性购买;防御调节导向;外控;安全感

外文关键词：impulsive purchasing; prevention orientation; external locus of control; feeling of safety

摘要：本文以近年来国内发生的一系列抢购事件为研究背景,分析了冲动性消费以往研究存在的不足,并基于调节导向理论提出突发事件背景下中国消费者冲动性购买行为的基本发生机制。文章提出由于受传统文化的长期影响,中国消费者过于注重自我保护,在突发事件情境下往往会以集体无意识的形式以当前防御调节导向取代长期提升调节导向成为主导调节导向从而引发冲动购买,同时外控型人格特质则进一步加剧了冲动购买行为的扩散。
This article introduced the literatures on impulsive purchasing and the existing shortage based on a serial of panic buying happening in domestic market recently. Furthermore,a basic mechanism based on theory of regulatory orientation was put forward to interpret Chinese consumers＇ impulsive purchasing behavior in the emergent situation. The article suggested that Chinese consumers paid more attention to selfprotection overly according to the impact of additional culture. Thus,it resulted that the present regulatory focus was transformed from chronic promotion focus into current prevention focus so that the impulsive buying happened. Meanwhile,the personality type of external locus of control can further aggravate the spread of impulsive purchasing.