在校大學生沖動購買行為傾向及其影響因素研究.pdf

1、北京師范大學碩士學位論文在校大學生沖動購買行為傾向及其影響因素研究姓名：劉萍申請學位級別：碩士專業(yè)：心理學基礎心理學指導教師：張厚粲20090501TheresearchofCollegeStudents’impulsivebuyingbehaviortendencyanditsinfluencefactorsAbstractWiththegrowingsocioeconomiclevel，collegestudentsinschool

2、asaspecialgroupofconsumersbecomeanimportantgoalofmerchantsandsellerscompeteformarketshareAvarietyofmarketingstrategytargetedcollegestudentsemergingleadtothesharplyriseoftheratioofimpulsivebuyingbehaviorofcollegestudentsI

3、tbecomesaproblemwhichisconcernedbySociety，schools，teachersandparentsItisanimportantbasisofunderstandingthecharacteristicsofconsumerbehaviorandproposingreasonableconsumptionrecommendationsthatexploringtheimpulsebuyingbeha

4、vioranditsinfluencefactorsThisstudyusesasampleof718inschoolCollegeStudentsinBeijing，Changsha，ChengduanddevelopsimpulsebuyingbehaviortendencyscaleThescaleisusedtoresearchthetendencyofimpulsivebuyingbehaviorinthisstudy，com

5、binedwithBarrettimpulsivityscaleandsituationstimulusquestionnaireDataanalysisshowsfollowingconclusions：1。Theimpulsebuyingtendencyscaledevelopedinstudy1measuresCollegeStudents’impulsivepurchasesbehaviorappropriatelyItincl

6、udsthreefactors：emotionalexperience，nonplanninganddecision—makingstyleanddemonstratesgoodreliabilityandvalidityofthescalestructureandstability2Therearenineinfluencefactorswhichareprovedtohavevaryingdegreesofimpactontheim

7、pulsebuyingbehavior，suchascreditcard，advertisement，spokesperson，VIPcard，promotionalactivities，coupons，accompaniedbyfriends，timepoor，pop—loving。3Therearegenderdifferencesexistinimpulsebuyingbehaviorofcollegestudents，butno

8、significantImpulsebuyingbehaviorshowsasignificantemotionalexperienceforthefemalethanthemaleContextstostimulateimpulsebuyingbehaviorontheimpactofgenderdifferencesalsoexist4Thecorrelationbetweenimpulsebuyingbehaviorofcolle