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首页> 外文期刊>Journal of Business Research >Impulse buying and variety seeking: Similarities and differences
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Impulse buying and variety seeking: Similarities and differences

机译：冲动购买和寻求多样性：异同

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Impulse buying and variety seeking seem to emerge from similar personality traits, yet the similarities and differences in the manifestation of these behaviors have not been fully explored. Despite the common origin, research on the two constructs has diverged as definitions of the phenomena have become more elaborate. Previous research on the two constructs shows that they are classifiable as low-effort, feeling-based behaviors with hedonic undertones. A middle-range theory that provides a more comprehensive depiction of how variety seeking and impulse buying are theoretically related is necessary. One way toward such a theory is the addition of a fourth "hidden" socio-normative dimension to the three-dimensional typology of purchase behaviors that Baumgartner (2002) proposes.
机译：冲动购买和寻求多样性似乎源于相似的人格特质，但这些行为在表现方式上的异同尚未得到充分探讨。尽管有共同的起源，但随着对现象的定义变得更加复杂，对这两种构造的研究也出现了分歧。先前对这两种构造的研究表明，它们可以被归类为轻快的，具有享乐色彩的基于感觉的行为。有必要提供一种中端理论，以更全面地描述理论上寻求品种和冲动购买之间的关系。走向这种理论的一种方法是在鲍姆加特纳（Baumgartner，2002）提出的购买行为的三维类型学中增加第四种“隐藏的”社会规范维度。

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