功利/享乐主义人格特质对购买犹豫的影响

The Effect of Utilitarian/Hedonistic Personality Traits on Purchase Hesitation

摘要: 网络购物为消费者提供了便捷、多样、价格优势、舒适的购物体验，推动了消费市场的发展和生活方式的智能化。本研究对消费者人格特质与消费者购买犹豫的盲点进行分析，再将感知风险、核爆式营销这两因素放入其中，全面地进行分析，深入了解消费者购买犹豫的削弱路径。本文采用理论结合实际的方法，针对互联网购物平台消费者回收有效问卷805份，根据理论分析提出假设，对人格特质、感知风险、核爆式营销对消费者购买犹豫的影响进行研究。研究表明，1) 功利主义消费者人格特质对消费者购买犹豫有正面影响；享乐主义消费者人格特质对消费者购买犹豫有负面影响；2) 感知风险正向调节功利主义消费者人格特质对消费者购买犹豫的正面影响；感知风险负向调节功利主义消费者人格特质对消费者购买犹豫的负面影响；3) 核爆式营销负向调节性功利主义消费者人格特质对消费者购买犹豫的正面影响；核爆式营销正向调节性享乐主义消费者人格特质对消费者购买犹豫的负面影响。在一定程度基础上去扩展相关研究考虑及研讨方向，丰富相关研究内容，为研究消费者行为提供一定参考依据，并提供了今后的研究建议。

Abstract: Online shopping provides consumers with a convenient, diversified, and comfortable shopping experience, along with price advantages, which promotes the development of the consumer market and the adoption of intelligent lifestyles. This study analyzes the personality traits of consumers and the factors contributing to consumers’ purchase hesitation, and then conducts a comprehensive analysis and in-depth understanding of the weakening path of consumers’ purchase hesitation by incorporating the factors of perceived risk and nuclear explosion marketing. This paper employs a methodology that combines theory with practice, collecting 805 valid questionnaires from consumers on an Internet shopping platform, and proposes hypotheses based on theoretical analysis to investigate the influence of personality traits, perceived risk, and nuclear explosion marketing on consumers’ purchase hesitation. The results demonstrate that: 1) Utilitarian consumer personality traits have a positive impact on consumers’ purchase hesitation, while hedonistic consumer personality traits have a negative impact on consumers’ purchase hesitation. 2) Perceived risk positively moderates the positive impact of utilitarian consumer personality traits on consumers’ purchase hesitation, and negatively moderates the negative effects of utilitarian consumer personality traits on consumers’ purchase hesitation. 3) The positive impact of nuclear explosive marketing on consumers’ purchase hesitation is negatively influenced by accommodative utilitarian consumer personality traits, while nuclear explosive marketing positively regulates the negative influence of hedonistic consumer personality traits on consumers’ purchase hesitation. To a certain extent, this study expands the relevant research considerations and directions, enriches the relevant research content, provides a reference for the study of consumer behavior, and offers suggestions for future research.