摘要近年来，人们经常利用网络来购物，当用户在挑选产品时，经常会因为各种原因产生强烈的感情冲动，从而冲动购买产品。调节定向理论经常被用于消费者心理研究，但较少被用于研究消费者的冲动购买行为研究，因而本次研究运用调节定向理论，填补了这一方面的空白。
本研究主要利用问卷调查法，并运用SPSS对数据进行分析，研究消费者个人冲动性购买特质、价格、心情、包装以及预算这些因素对冲动性购买行为的影响。首先用11个特质性调节定向问题确定该用户是特质性促进定向型还是特质性预防定向型，我们假设特质性促进定向型的用户更容易产生冲动性购买行为，而特质性预防定向型的用户不容易形成冲动购买行为。然后我们研究了各因素之间的相关性，影响用户产生冲动购买行为的因素有很多，是共同起作用的，我们要找出其中的主要因素。
最终我们得到结论，价格、包装、预算因素对冲动购买行为的促进作用比较明显，并且相互间关系比较密切，消费者冲动特质对其他因素的影响不大，心情和预算对消费者冲动特质和包装存在显著影响。特质性促进定向和特质性预防定向对冲动购买行为的影响无显著差异。
关键词  促进定向 预防定向 冲动购买 调节匹配
毕业论文外文摘要
Title    Adjust the effect of orientation on the impulsive   behavior of users                   
Abstract
In recent years, people often use the Internet to shopping, when the user in the selection of products, often because of various reasons to produce a strong emotional impulse, so impulse to buy products. Adjust the orientation theory is often used to study consumer psychology, but less to be used in consumer impulse buying behavior research and the study using directional adjustment theory, to fill the blank of this aspect.
This study mainly by questionnaire, and used SPSS to analyze the data, research consumer impulsive buying trait, price, mood, packaging and budget these factors on impulse buying behavior. First eleven traits of adjusting orientation determine the user is a trait of promote directional or trait of prevention oriented, we assume that the trait promote oriented users are more likely to produce impulse buying behavior, and trait of prevention oriented users is not easy to form of impulse buying behavior. Then we study the correlation among the factors, and have a lot of factors that affect the purchasing behavior of the user. We have a common function, and we want to find out the main factors..
Ultimately, we get the conclusion, price, packing, budget factors on impulse buying behavior promotion effect is obvious, and mutual relationship more closely, the consumer impulsive trait has little effect on other factors, mood and budget of trait impulsivity and consumer packaging exists significant effect. The effect of trait orientation and trait prevention on impulse buying behavior was not significantly different.
Keywords  Promotion Focus  Prevention Focus  Impulse buying  Regulation  matching
目   次
目录
1    引言    1
2  文献综述    1
2.1  冲动购买国内外综述    1
2.1.1  冲动购买的定义    1
2.1.2  影响冲动购买的主要因素    2
2.2  调节定向国内外综述    4
2.2.1  调节定向概述    4
2.2.2  现有研究综述    6
3  情境性调节定向对冲动购买行为的影响    6
3.1  理论分析    6
3.2  结果分析    7 调节定向对用户冲动性行为的影响研究:http://www.751com.cn/yishu/lunwen_25747.html