面子获得对冲动购买影响的实证研究

为了探索面子获得对消费者冲动购买影响的机制，采用情景实验的方法，验证面子获得是否对冲动购买具有影响，情绪对这种关系的中介作用，以及面子观和自尊的调节作用。结果表明：当人们获得面子后，产生积极的情绪，会导致冲动性购买；高面子观的消费者产生更为积极的情绪，低自尊的消费者在面子获得后更容易冲动购买。

Empirical Analysis of Impact of Gaining Face on Impulse Buying

By situational experiment, the effects of gaining face on impulse buying, the mediating role of emotion on this relationship, and the moderating roles of face consciousness and self-esteem are investigated.The results show that when people gain face, they generate positive emotions, which, in turn, leads to impulse buying.Consumers with high face consciousness exhibit more positive emotions than those with low face consciousness, and consumers with low self-esteem have a greater tendency to engage in impulse buying.These results reveal the importance of gaining face on impulse buying.The implications of these findings for future research are dis-cussed.