How emotion, emotion regulation and the company of others influence the impulse buying behavior
| Autor: | Yang-Ching Chen, 陳陽晴 |
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| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 The main purpose of the study is to explore how emotion, emotion regulation, and the company of others influence impulse buying behavior. Fourteen scenario-based shopping conditions were devised to reflect the combinatory effects of these three factors: emotion (positive/ negative) × emotion regulation cue (none/ threatening/ lifting) × company of others (alone/ with a friend), plus two neutral-emotion conditions (no emotion-regulation cue, alone/with a friend). The result demonstrates greater impulse buying for positive than negative emotion. And no matter the emotional state is positive or negative; the emotional-lifting cue increases impulse buying. But the emotion-threatening cue can only decrease impulse buying in the negative emotional state. The company of others has no effect in this study. Current study also investigates the effect of impulse buying trait. Participants who score high on impulse buying trait exhibit greater impulse buying behavior. Impulse buying trait also interacts with emotion so that the impulse buying behavior was susceptible to emotion only for participants who score low on impulse buying traits. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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