文档介绍：华中科技大学
硕士学位论文
消费者态度与产品类别对冲动购买的影响
姓名:冯登
申请学位级别:硕士
专业:企业管理
指导教师:景奉杰
20090501
华中科技大学硕士学位论文
摘要
对于我国来说,由于对消费者行为的研究起步较晚,关于我国消费者冲动性购
买行为的研究比较少,而直接使用国外的研究成果又存在许多问题,因此,根据已
有的冲动购买理论,有必要对我国消费者进行实证研究。
有研究表明消费者态度在消费者形成购买意愿时起着先入为主的作用,态度上
的赞同易于产生积极的购买意愿;产品自身所表现的属性是消费者采取购买行为最
主要的动力,对产品属性的评价是影响消费者购买意愿的最直接和主要的因素。本
研究将主要探讨消费者态度与产品类别对冲动性购买这一特殊消费行为的影响。本
文将比较分析持不同消费态度的消费者遇到不同类别的产品时,冲动性购买水平是
否有差异。
在理论分析的基础上提出了本研究的假设,并通过实证研究进行验证,得出的
基本结论是:女性偏重于持情绪性消费态度,而男性偏重于持实用性消费态度;持
情绪性消费态度的消费者比持实用性消费态度的消费者更容易冲动性购买;当遇到
一件享乐属性的产品时,持情绪性消费态度的消费者比持实用性消费态度的消费者
更冲动;当遇到一件功能属性的产品时,持实用性消费态度的消费者不比持情绪性
消费态度的消费者更冲动;持情绪性消费态度的人遇到一件具有享乐属性的产品时
比遇到一件具有功能属性的产品时表现得更冲动;持实用性消费态度的人遇到一件
具有功能属性的产品时不比遇到一件具有享乐属性的产品时表现得更冲动。

关键词:消费者态度产品类别冲动性购买
I
华中科技大学硕士学位论文
Abstract
For our country, consumer behavior research began relatively late, there were a little
of research about this areal, and directly using of foreign results had many problems, thus,
according to the existing theory of impulsive buying, it was necessary to carry out
empirical studies of domestic consumers.
Studies have shown that: consumer attitudes played a role before consumer formed
purchase intention, agreement of consumer attitudes easier to have a positive purchase
intention; Product’s attribute was the most important driving force of consumers to take
the buying behavior, evaluation of its attribute was the most direct and the main factors to
affect consumer. This study will explore the effect of consumer attitudes and product
categories on impulsive buying. In this paper, parative analysis of different attitude’s
consumers experienced the different types of products, whether the level of impulse
buying were different.
The assumption of this study based on theoretical analysis, and validated through
empirical, results were: Women focus on emotional consumer attitude, and men focus on
practical attitude; When shopping, holding emotional attitude’s consumers were more
impulsive than the