摘要
文章结合国内外相关研究成果对阿诺德和雷诺兹(2003)编制的享乐购物动机量表进行了修订,严谨的开发了针对我国消费者的享乐购物动机测量量表,并系统的研究了其对冲动购买的影响。研究发现享乐购物动机的六个维度,即新奇、乐趣、认同、价值、社会交往和时尚都与冲动购买正相关。文章的理论贡献在于系统的开发了享乐购物动机的量表,从而实现了对我国消费者享乐购物动机的定量测量,并进一步系统地研究了其对冲动购买行为的影响。
This paper, on the basis of Arnold ＆ Reynolds＇ hedonic shopping motivation theory （2003）, revises and develops a quantitative hedonic shopping motivation scale for Chinese consumers, and explores systematically its influence on their impulse buying. Results show that all the six aspects of Chinese consumers＇ hedonie shop- ping motivation ： novelty, fun, self - identity, value, social, and fashion, are positively related to impulse buy- ing. The theoretical contribution of this paper lies in the development of such scale that helps quantitatively measure consumers＇ hedonic shopping motivation and in the further systematical study on its influence on im- pulse buying.
出处
《安徽理工大学学报（社会科学版）》
2013年第2期16-22,共7页
Journal of Anhui University of Science and Technology:Social Science
关键词
SOR模型
享乐购物动机
热情感-冷认知处理机制
冲动购买行为
Stimulus- Organism- Response model
hedonic shopping motivation
hot emotion- cool cognition processing sys-tem
impulse buying
