Consumers' variety-seeking behaviors under time pressure: Based on regulatory focus and excitement levels.

IF 1.3 4区 心理学 Q3 PSYCHOLOGY, MULTIDISCIPLINARY
PsyCh journal Pub Date : 2024-06-01 Epub Date: 2024-05-15 DOI:10.1002/pchj.770
Yi-Weng Yang, Jia Liu, Yi Wang
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Abstract

Variety-seeking behavior has received substantial attention in marketing literature. Although various explanations of the causes of variety-seeking explore the influence of consumers' internal psychological characteristics on behavioral decisions, few studies have been conducted on external factors. With the fast pace of modern life and the increasing trend of online shopping, consumers often face time constraints when making purchasing decisions. This study examines the impact of time pressure as a significant external environmental factor on consumers' variety-seeking behavior. A conceptual framework is developed based on construal level theory to uncover the influencing mechanism of time pressure on variety-seeking behavior while also considering the effects of the consumer's personality and emotional state. We conducted two experiments to investigate the moderating effect of regulatory focus from the personality perspective and excitement level from the emotional state perspective. Study 1 found that time pressure significantly affects variety-seeking behavior. Additionally, consumers with prevention regulatory focus tend to exhibit more variety-seeking behavior when not under time pressure. Study 2 supports the main effect and shows that the level of excitement affects the impact of time pressure on variety-seeking behavior. Therefore, this study contributes to the literature on consumer behavior and purchasing decisions by presenting a robust theoretical framework that provides practical insights and implications for enterprise managers.

消费者在时间压力下的品种选择行为:基于监管重点和兴奋程度。
在营销文献中,寻求变化的行为受到了广泛关注。虽然对消费者寻求多样化行为的原因有多种解释,探讨了消费者内在心理特征对行为决策的影响,但对外部因素的研究却很少。随着现代生活节奏的加快和网上购物趋势的增强,消费者在做出购买决策时往往面临时间限制。本研究探讨了时间压力作为一个重要的外部环境因素对消费者寻求多样化行为的影响。本研究基于构念水平理论建立了一个概念框架,以揭示时间压力对寻求多样性行为的影响机制,同时还考虑了消费者的个性和情绪状态的影响。我们进行了两项实验,分别从人格角度和情绪状态角度研究了调节焦点的调节作用和兴奋水平的调节作用。研究 1 发现,时间压力会明显影响寻求多样性的行为。此外,在没有时间压力的情况下,具有预防性监管焦点的消费者往往会表现出更多的寻求多样性行为。研究 2 支持主效应,并表明兴奋程度会影响时间压力对寻求多样性行为的影响。因此,本研究为消费者行为和购买决策方面的文献做出了贡献,提出了一个强有力的理论框架,为企业管理者提供了实用的见解和启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
PsyCh journal
PsyCh journal PSYCHOLOGY, MULTIDISCIPLINARY-
CiteScore
2.70
自引率
12.50%
发文量
109
期刊介绍: PsyCh Journal, China''s first international psychology journal, publishes peer‑reviewed research articles, research reports and integrated research reviews spanning the entire spectrum of scientific psychology and its applications. PsyCh Journal is the flagship journal of the Institute of Psychology, Chinese Academy of Sciences – the only national psychology research institute in China – and reflects the high research standards of the nation. Launched in 2012, PsyCh Journal is devoted to the publication of advanced research exploring basic mechanisms of the human mind and behavior, and delivering scientific knowledge to enhance understanding of culture and society. Towards that broader goal, the Journal will provide a forum for academic exchange and a “knowledge bridge” between China and the World by showcasing high-quality, cutting-edge research related to the science and practice of psychology both within and outside of China. PsyCh Journal features original articles of both empirical and theoretical research in scientific psychology and interdisciplinary sciences, across all levels, from molecular, cellular and system, to individual, group and society. The Journal also publishes evaluative and integrative review papers on any significant research contribution in any area of scientific psychology
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