前瞻性情绪及其对购买意向影响的演化过程——基于“双十一”网络大促的多时点调查研究

Evolution Mechanism of Future-oriented Emotion and Its Impact on Consumers' Purchase Intention:A Multi-time Survey Based on “Double Eleven” Shopping Carnival

中文关键词:  网络大促  前瞻性情绪  购买意向  时间距离  时间压力  多时点调查

英文关键词:large online promotion  future-oriented emotion  purchase intention  temporal distance  time pressure  multi-time survey

中文摘要:

      网络大促诱致的“狂欢”与消费者的前瞻性情绪有着深刻的关联,但目前人们还未完全厘清消费者在大促期间的情绪演化过程。结合时间压力和时间距离理论,采用多时点调查方法,探究了网络大促对消费者前瞻性情绪进而对消费者购买意向的动态影响。研究发现:第一,无论在远离还是临近正式期,预期情绪都会保持较高的强度；但在临近正式期时,预期情绪与预支情绪强度差距显著缩小,时间压力显著调节了时间距离的影响。第二,由造势期到正式期的过程中,希望和焦虑逐渐增强,预期欣喜逐渐减弱,预期后悔无明显变化。第三,无论在造势期还是临近正式期,预期情绪和预支情绪中的正性情绪都强于负性情绪,正性情绪是推动消费者积极参与网络大促的关键因素。第四,在整个大促中,预支情绪对购买意向的影响都比预期情绪大,推动网络大促成为“席勒式狂欢”的核心力量是希望与焦虑等即时情绪。第五,无论在哪一阶段,希望对购买意向的影响都大于焦虑,而只有在造势期时,预期欣喜对购买意向的影响才大于预期后悔。总体来看,适度突出可行性信息刺激预支情绪并关注正性情绪的关键作用,能够有效提升网络大促的效果。

英文摘要:

      The revelry induced by large online promotion is deeply related to consumers' future-oriented emotion. However, researchers have not fully understood the evolution of consumer emotion during large online promotion. Combined with the theory of time pressure and temporal distance, with the use of multi-time survey method, this research explores the dynamic influence of large online promotion on future-oriented emotion and the influence of future-oriented emotion on purchase intention. The research findings are as follows. Firstly, no matter whether the formal date is far between or approaching, the anticipated emotion is always on the relatively high level in intensity. However, as the formal date is near, the intensity difference narrows significantly between anticipated emotion and anticipatory emotion, which illustrates the moderating effect of time pressure on temporal distance. Secondly, in the process from promotion period to formal date, hope and anxiety become stronger, anticipated rejoice becomes weaker, while anticipated regret has no significant difference. Thirdly, no matter whether it is during the promotion period or near the formal date, the positive emotion in both anticipated emotion and anticipatory emotion is always stronger than the negative emotion. The positive emotion is a key factor to propel the consumers to participate in the large online promotion consumption. Fourthly, anticipatory emotion has greater impact on purchase intention than anticipated emotions during the whole promotion. The core force to drive large online promotion into “Schiller's Carnival” is immediate emotion such as hope, anxiety, etc. Fifthly, whatever the period, hope always has a greater impact on purchase intention than anxiety. Only during the promotion period can anticipated rejoicing have a greater impact on purchase intention than anticipated regret. Generally, it can improve the effect of large online promotion to highlight the feasibility information appropriately to stimulate the anticipatory emotion and pay concern to the key role of positive emotion. 