文档介绍：华中科技大学硕士学位论文

摘要
随着经济的发展,社会的变迁以及物质生活水平的提高。冲动性购买作为
一种非理性购买的方式,越来越普遍地存在于日常生活中。因此,几十年来,国
外学术界对冲动性购买的研究一直非常重视。近年来,国内对于冲动性购买行为
的研究也成为了热点。
对于冲动性购买行为的研究,最初的热点集中在冲动性购买行为的界定与分
类上。近几年来,更多的学者开始研究冲动性购买行为产生的机制。主要的研究
领域集中在人格特质以及情境理论上。随着研究的深入,更多心理学领域的研究
成果,也广泛地运用到冲动性购买行为领域中来。
本文主要是站在人格特质的角度,借鉴心理学领域中的“调节点”理论,尝
试对冲动性购买行为产生的机制进行探索。主要的理论解释为:人们通过提升调
节点的作用,激发自我控制以及冲动性购买特质,来对冲动性购买行为产生影响。
本研究中运用的变量主要有提升调节点、自我控制、规范性评估、冲动性购买特
质以及冲动性购买行为。其中,提升调节点为自变量,冲动性购买行为为因变量,
自我控制与冲动性购买特质为中介变量。规范性评估为调节变量。在对这些变量
之间的关系进行分析的基础上,本文尝试建立以调节点为基础的冲动性购买行为
形成的模型。

关键词:冲动性购买行为提升调节点自我控制

I
华中科技大学硕士学位论文

Abstract
with the development of economy and society,people’s daily life
es better and better,therefore impulsive purchasing, as a buying
style,is ing more and more ,impulsive purchasing was
paid attention by foreign researhers about sixty years the recent
years,impulsive purchasing also have been paid attention by domestic
researchers.
The study of impulsive purchasing has been developed a lot during
these ,more and more focuses were concerned about “how
does impulsive purchasing happen”.The field of the study was focused on
personality and the environmental the development of
study,more and more psychological theories are applied in this area.
On the basis of the regulatory focus theory,this study is trying to
make a theoriotic model of impulsive basic theoriotic
explaination is:with the effect of promotion focus, people can inspire
his self-control and impusive buying trait,so impulsive purchasing are
variables are used in this study:Promotion focus 、
impusive buying trait、self-control and standardized ,
promotion focus is the independent variable, impusive buying trait and
self-control are the median variables,and impulsive purchasing is the
dependent variable,standardized evaluation is the regulatory variable