情绪和自我控制对网络购物决策的影响

The Impact of Emotions and Self-Control on Online Shopping Decisions

摘要: 随着社会与互联网的发展，网络购物决策成为了人类生活中必不可少的活动。自我控制和情绪被认为是影响个体购物决策偏好的重要因素。本综述回顾了前人对于网络购物决策的研究，并探讨了自我控制与情绪如何作用于个体网络购物决策。自我控制作为个体对行为、情绪及认知活动进行调节的能力，影响着个体的购物行为。同时，情绪状态也显著影响购物决策偏好，积极情绪通常促进个体购物行为，而消极情绪既可能导致冲动消费，也可能会降低消费行为。情绪对决策的影响尚无统一结论，且情绪与自我控制之间的互动关系仍然值得进一步探讨。未来的研究应进一步探索自我控制能力在不同情绪状态下对网络购物决策的影响，并考虑更多的情境因素，以便为社会的合理消费进行一定的启发。

Abstract: With the development of society and the Internet, online shopping decisions have become an essential activity in human life. Self-control and emotions are considered important factors influencing individuals’ shopping decision preferences. This review examines previous research on online shopping decisions and explores how self-control and emotions affect individual online shopping choices. Self-control, as the ability to regulate behaviors, emotions, and cognitive activities, influences shopping behaviors. Meanwhile, emotional states significantly affect shopping decision preferences. Positive emotions generally promote shopping behaviors, while negative emotions may lead to impulsive consumption or reduce consumption behavior. There is no unified conclusion regarding the impact of emotions on decisions, and the interactive relationship between emotions and self-control remains a subject worth further exploration. Future research should further investigate how self-control affects online shopping decisions under different emotional states and consider more contextual factors, in order to provide insights for promoting rational consumption in society.