冲动性消费行为内在机制研究述评———提升调节点在冲动性消费行为中所起作用

Underlying Mechanism of Impulsive Consumption Behavior: The Influence of Promotion Focus on Impulsive Consumption Behavior

有关冲动性消费行为研究的文献众多，但难以从内在联系上进行统一。最近，利用提升调节点对冲动性消费行为内在机制的揭示是该领域的一个突破，从而有望把一些相关文献统一起来。作者介绍了冲动性消费行为内在过程；综述了用于冲动性消费行为内在机制研究的相关理论；从内在机制这个角度对有关冲动性消费行为文献进行评述。文章的最后提出了冲动性消费行为内在机制的进一步研究方向：利用调节点等相关理论，特别是调节适应理论对冲动性消费行为内在机制做进一步探讨。

So far， the numerous extant literatures about impulsive consumption behavior can not be unified with a thread which indicates the underlying association. Recently， however， by using the promotion focus theory， researchers have gained a breakthrough on the underlying mechanism of impulsive consumption behavior by which the relevant literatures can be unified. In this article， the authors introduce the process of impulsive consumption behavior first， which makes the underlying mechanism understood better. And then， theories involved in the underlying mechanism are introduced and relevant literatures are reviewed and unified by the authors from the underlying mechanism perspective. In the end， the further research directions are suggested in which the mechanism of impulsive consumption behavior can be studied by drawing on theories related to regulatory focus， especially regulatory fit theory.