挥霍的冲动区分计划外购物和冲动购物

IF 2.4 4区 管理学 Q3 BUSINESS
Nadia Morozova, Ivo Vlaev
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引用次数: 0

摘要

本研究报告探讨了导致计划外购买和冲动购买的购买决策内在机制方面的重大文献空白。尽管有多篇论文强调了这两种购买类型之间的区别,但近期的学术出版物仍在交替使用这两个术语。通过系统性的文献回顾,本研究根据理论领域框架确定了六种高层次的建构,这些建构有效地区分了计划外购买和冲动购买类型。总体而言,冲动(与计划外)购买主要与自动(与反思)动机有关。有了这些发现,学术研究人员就能更好地界定他们正在研究的购买类型,包括与这些购买相关的主要构念和潜在心理机制。因此,本研究大大提高了这一领域知识的可靠性。此外,这项研究还可以鼓励营销人员扩展现有的工具包,开展更广泛的活动来推动这些不同的购买类型。例如,营销人员可以利用不同的潜在购买决策机制:对于计划外购买,他们可以提供相关产品的提醒;对于冲动性购买,他们可以关注即时满足。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The urge to splurge: Differentiating unplanned and impulse purchases
This research note addresses a significant gap in the literature regarding the underlying mechanisms of purchase decision-making that lead to unplanned and impulse purchases. Although several papers have highlighted the differences between the two purchase types, recent academic publications continue to use those terms interchangeably. Through a systematic literature review, this study identified six high-level constructs, in line the Theoretical Domains Framework, that effectively differentiate unplanned from impulse purchase types. Overall, impulse (vs. unplanned) purchases have a primary association with automatic (vs. reflective) motivation. With these findings, academic researchers can better define the types of purchase they are investigating, including the main constructs and underlying psychological mechanisms that are associated with these purchases. As a result, this study substantially improves the reliability of knowledge in this domain. Additionally, this study may encourage marketers to expand their existing toolkits with a broader set of activities that can drive these different purchase types. For instance, marketers could appeal to different underlying purchase decision-making mechanisms: for unplanned purchases, they could offer reminders of related products; for impulse purchases, they could focus on immediate gratification.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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