基于预期后悔的限量与限时促销对消费者冲动购买意愿的影响研究

Research on the Effect of Limited and Limited Time Promotion Based on Expected Regret on Consumers’ Impulse Purchase Intention

摘要: 伴随着社会经济水平的不断提升，市场状态逐步从供不应求转变为供大于求，由卖方主导转变为买方主导。基于以上市场现状，本文想研究的内容是不同促销限制方式对于消费者冲动性购买意愿的影响程度与内在影响机制。本研究基于“S-O-R”模型，将限制性促销(限量促销与限时促销)作为自变量，将预期后悔作为中介变量且将其分为上预期后悔与下预期后悔进行研究，消费者独特性需求(高VS低)作为调节变量，将消费者冲动性购买意愿作为因变量。本研究最终得出如下主要结论：1) 相比于限量促销，限时促销更能激发消费者预期后悔。而下预期后悔比上预期后悔更容易造成顾客的冲性购买行为。2) 个体的独特性需求调节促销购买限制对消费者预期后悔的影响。

Abstract: With the continuous improvement of the social and economic level, the market state has gradually changed from undersupply to oversupply, from seller-led to buyer-led. This paper wants to explore the influence level and internal mechanism of different promotion restrictions on consumers' impulse buying intention. Based on the “S-O-R” model, the study uses restrictive promotions (limited promotions and limited-time promotions) as independent variables, expected regrets (upper ex-pected regrets and lower expected regret) as the intermediary variable, consumers’ unique needs (high VS low) as the moderating variable, and consumers’ impulse buying intention as the dependent variable. This study finally draws the following main conclusions: 1) in the promotional purchase restriction, time-limited promotions can stimulate consumers’ expected regret more than limited-time promotions. Compared with upper-anticipation regret, lower-anticipation regret is more likely to cause customers’ impulsive purchase behavior. 2) The uniqueness needs of individuals moderate the impact of promotion purchase restrictions on consumers’ impulse purchases.