衝動購買傾向對衝動購買的影響：趨近與逃避認知的中介效果檢驗

Abstract

消費者對於非計劃購買行為往往有進退兩難（趨避衝突）的困境，對產品有一正一反的聯想；亦即在決定購買與否時，認知運作會發生對商品趨近（approach）或逃避（avoidance）的認知。而本研究以心理-情境因素模型（Kalla & Arora, 2011）作為理論基礎架構，旨在檢驗衝動消費歷程中，消費者對產品的聯想，對於決定購買是否為關鍵的心理因素；並透過研究操弄促銷時間的長短（情境因素），檢視時間限制所產生的心理壓力是否對消費者的衝動購買傾向、趨近認知、逃避認知等等衝動購買歷程的心理因素有調節效果。結果發現，衝動購買傾向會經由產生趨近認知，影響消費者對商品的購買意願，相較於低衝動購買傾向，高衝動者會對商品產生較強的趨近認知，進而較容易發生衝動購買行為；逃避認知相對不會顯著影響衝動傾向與購買的關係。而當購買情境的時間限制大時，消費者的心態會更強化趨近認知；在時間壓力小時，消費者除了有趨近聯想外，還會萌生出逃避認知的想法來抑制衝動購買。

Consumers are conflicted about unplanned purchases, i.e., consumers develop both positive and negative associations about a product at the same time (approach avoidance conflict). When it comes to deciding whether or not to buy, the cognitive apparatus generates associations of approach or avoidance. This study employed on the model of psychology-context factors (Kalla & Arora, 2011) as its theoretical framework for examining whether a consumer’s product associations are critical psychological factors in buying decisions for impulse purchases. Furthermore, the study varies the length of the sales promotion (a contextual factor) to examine mental pressure caused by time limits, and determine if mental pressure generates a moderation effect on the consumer’s psychological factors of an impulse buy (such as buying impulsiveness, approach cognition, avoidance cognition, and so on). The results indicate that buying impulsiveness affects buying motivation through approach cognition. Compared to consumers with low buying impulsiveness, consumers with high buying impulsiveness form stronger approach cognition and make impulse buys more easily. Avoidance cognition does not significantly affect the relationship between the impulse tendency and a buying decision. When the purchase context entails a longer time limit, consumers will form stronger approach cognition. When the time pressure is less, besides forming approach cognition, consumers will also develop avoidance cognition to inhibit an impulsive purchase.