大学生金钱态度与冲动性购买行为的关系研究

The Relationship between Money Attitude and Impulsive Buying Behavior in Undergraduate

摘要: 目的：探讨大学生冲动性购买行为在人口学变量上的差异及其与金钱态度的关系。方法：采用问卷法对250名大学生进行随机抽样调查。结果与讨论：1) 在冲动性购买行为及其维度上，相对于男性大学生，女性大学生在消费过程中有更强烈的情感反应，以往冲动性购买经历对女性产生的影响也比男性大学生少，导致在实际的购买过程中，女性比男性更容易发生冲动性购买行为；相对于理科大学生，文科大学生在消费过程中有强烈的情感反应和更高的购买意愿；相对于城镇个体，农村个体在消费过程中更容易受到外界刺激的诱惑，从而产生更多的实际购买行为；2) 对金钱持权利–名望、忧虑态度将增加冲动性购买行为；对金钱持保持时间、不信任状态态度对冲动性购买行为影响不大。

Abstract: The present research aims to investigate the relationship between money attitude and impulsive behavior as well as differences of demographics. 250 undergraduates from Hunan province were included. Results showed that: 1) compared with male students, female students have more strongly emotional reaction in the consumption process, which explains why women are susceptible to impulsive buying in the real purchase process. Besides, the past impulsive buying experience has more impact on male students than on female students. Moreover, compared with students who major science, students who major liberal arts have a strong emotional response and a higher purchase intention during the process of consumption. Compared with the individuals who live in urban cities, individuals who live in rural areas are more vulnerable to the temptation of external stimulus in the process of consumption, resulting in more actual purchase behaviors; 2) individuals who hold right-fame and anxiety attitude to money will increase impulsive buying behavior; individuals who hold retention time, distrust attitude to money has no significant influence to impulse buying behavior.