心情不好就買東西？心情與情感預測訊息對衝動購物行為之影響

Shop When You Are Down? The Effect of Mood and Affect Forecast Information on Impulse Buying

衝動購物行為的重要特性是情感因素的涉入，然而過去探討情緒相關因子與衝動購物行為關係的研究卻不多。本研究以劇本式購物情境（Rook & Fisher, 1995）呈現與操弄心情與情感預測線索的訊息，探討它們對於衝動購物行為的影響，以及購物衝動性與購物時的友人陪伴這兩個因素在其中的角色。結果發現購物情境中的心情與情感預測線索訊息並不影響低購物衝動性參與者的衝動購物行為，對於中、高購物衝動性參與者，正向心情情境的衝動購物行為測量高於負向心情，情緒威脅的預測線索在負向心情情境減少衝動購物行為，情緒提昇線索在正向心情情境增加衝動購物行為的效果未達顯著。友人陪伴則未對操弄檢核與衝動購物產生明顯效果。這些發現顯示，高購物衝動性的參與者以心情一致性（mood congruent）登錄的機制處理購物情境中的心情與情感預測線索訊息，並進而影響衝動購物行為。本文也以目前研究發現討論如何減少衝動購物行為以及劇本式情境在方法上的可能限制。

One of the main characteristics of impulse buying is the involvement of emotion. The effects of emotion-related factors on impulse buying have not been extensively examined in previous studies, however. Current study presented and manipulated mood and affect forecast information of in an imagined shopping scenario (Rook & Fisher, 1995). The focus of interest was the manner in which these emotion information was processed in impulse buying as well as the potential roles of buying impulsiveness and the accompany of a friend during shopping. Results showed that mood and affect forecast information did not affect impulse buying performance in participants of low impulsiveness. Moodthreatening cues given under negative mood condition significantly reduced impulsive buying for medium- and highimpulsiveness participants. The increase in impulsive buying by mood-lifting cues under positive-mood condition failed to reach significance for these participants. The presence of a friend during shopping did not produce any significant effects on manipulation check and impulsive buying measure. These findings, as a whole, suggest that participants of high buying impulsiveness encoded mood and affect forecast information in a mood congruent manner to affect their subsequent purchase decisions. Implications of current study on the reduction of impulsive buying and limitations of the scenario method were also discussed.