本文從廣告訊息角度著手,探討訊息調節焦點、自我控制與消費者類型(奢侈者與小氣鬼)對衝動性購買行為的影響,以273位大學生為研究對象,採取2種(訊息調節焦點:促進型焦點、預防型焦點)的受試者間實驗設計,再根據受測者對奢侈者-小氣鬼量表與自我控制量表的回答,分別將受測者分成奢侈者/小氣鬼、高度/低度自我控制者的類型。主要研究結果如下:(1)奢侈者較小氣鬼容易產生衝動性購買行為;(2)相較於預防型焦點訊息,若廠商提供促進型焦點訊息,消費者將比較容易產生衝動性購買行為;(3)不同類型消費者(奢侈者與小氣鬼)與訊息調節焦點對衝動性購買會產生交互作用;(4)相較於高度自我控制者,低度自我控制者並未比較容易產生衝動性購買行為。
Our research use different advertisting messages for each type of consumer (spendthrifts/tightwads) and self-control (high/low) to probe into impulsive purchasing. A 2(message regulatory focus: promotion-focus message or prevention-focus message) between-subjects design is used. And 273 college students are our subjects. Also, according to subjects' answer on spendthrifts/tightwads scale and self-control high/ low scale, we divided them into different groups. This study will show the following conclusions. First, spendthrifts tend to have more impulsive purchasing behaviors than tightwads. Second, compared with prevention-focus message, the consumers tend to have more impulsive purchasing behaviors when provided with promotion-focus message. Third, there are significant interactions between different types of consumer and different message regulatory focus on impulsive purchasing behaviors. Forth, compared with high self-control, the consumers do not tend to have more impulsive purchasing behaviors when they are under low self-control.