摘 要
随着消费市场的日益多元化和个性化，冲动性购买行为逐渐成为学术界与企业界共同关注的重要议题。本研究旨在深入探讨冲动性购买行为的触发机制，并提出针对性的营销策略以指导实践。基于社会心理学和消费者行为理论，本文通过问卷调查和实验研究相结合的方法，对不同情境下消费者的冲动性购买行为进行了系统分析。研究样本涵盖多个年龄层和消费群体，确保了数据的广泛代表性和可靠性。结果表明，情绪刺激、环境因素以及个体特质是影响冲动性购买行为的关键变量，其中即时情绪反应在购买决策中起到了显著的中介作用。此外，数字化时代的新兴技术（如人工智能推荐和虚拟现实体验）进一步强化了冲动性购买的可能性。本研究的创新点在于首次将情绪动态模型引入冲动性购买的研究框架，并结合实证数据分析验证了其有效性。同时，研究提出了“场景化营销”和“情感共振策略”等具体方案，为企业优化营销手段提供了理论支持和实践指南。总体而言，本研究不仅深化了对冲动性购买行为的理解，还为现代营销策略的设计与实施提供了新的视角和工具，具有重要的学术价值和应用意义。
关键词：冲动性购买行为；情绪动态模型；场景化营销；情感共振策略；数字化技术影响
Abstract
With the increasing diversification and personalization of consumer markets, impulsive buying behavior has gradually become an important issue of common concern in both academia and industry. This study aims to explore the triggering mechanisms of impulsive buying behavior and propose targeted marketing strategies for practical guidance. Based on social psychology and consumer behavior theories, this paper employs a combination of questionnaire surveys and experimental research to systematically analyze consumers' impulsive buying behavior under different scenarios. The research sample covers multiple age groups and consumer segments, ensuring the broad representativeness and reliability of the data. The findings indicate that emotional stimuli, environmental factors, and individual traits are key variables influencing impulsive buying behavior, with immediate emotional responses playing a significant mediating role in purchase decisions. Moreover, emerging technologies in the digital era, such as artificial intelligence recommendations and virtual reality experiences, further enhance the likelihood of impulsive buying. The innovation of this study lies in its introduction of an emotional dynamics model into the research fr amework of impulsive buying, which is empirically validated through data analysis. Additionally, the study proposes specific solutions, including "contextual marketing" and "emotional resonance strategies," providing theoretical support and practical guidelines for businesses to optimize their marketing approaches. Overall, this study not only deepens the understanding of impulsive buying behavior but also offers new perspectives and tools for the design and implementation of modern marketing strategies, demonstrating significant academic value and application potential.
Keywords: Impulsive Buying Behavior; Emotional Dynamics Model; Scenario-Based Marketing; Emotional Resonance Strategy; Impact Of Digital Technology
目 录
1绪论 1
1.1冲动性购买行为的研究背景与意义 1
1.2国内外研究现状分析 1
1.3研究方法与技术路线 2
2冲动性购买行为的触发机制分析 2
2.1消费者情绪对冲动性购买的影响 2
2.2环境因素在触发机制中的作用 3
2.3产品特性与冲动性购买的关系 3
2.4社会文化对触发机制的调节效应 4
3营销策略对冲动性购买行为的影响 4
3.1促销活动的设计与效果评估 4
3.2商品展示方式的优化策略 5
3.3数字营销手段的应用与创新 5
3.4定价策略对冲动性购买的引导作用 6
3.5品牌形象与消费者冲动性购买关联 6
4冲动性购买行为的综合策略与实践应用 7
4.1零售环境下的营销组合设计 7
4.2在线平台中冲动性购买的促进策略 7
4.3数据驱动的个性化营销方案 8
4.4冲动性购买行为的风险管理与伦理考量 8
4.5实践案例分析与经验总结 9
结论 9
参考文献 11
致 谢 12
