作为一种普遍而又高发的非理性购物方式,冲动购买受到学者们的密集关注。但是针对单人购物情境下的冲动购买研究成果较多,对于关系情境下群体消费者冲动购买行为的发生机理研究却很少。本研究聚焦关系情境中初始意向矛盾情况下群体消费者冲动购买的发生机理问题。实验结果表明,虽然消费者的初始反应并不一致,但是最终仍然会呈现一致的冲动购买行为。原因在于,一方面,高冲动特质的消费者将初始行为反应解读为目标承诺信号,在享乐性目标驱使下产生较强的冲动购买欲望;低冲动特质的消费者将初始行为反应解读为目标进展信号,在社会归属目标驱使下产生较强的冲动购买欲望。另一方面,外归因方式导致消费者内疚减少,自我控制失败。关系强度会对上述效应起调节作用。 As a common and high-risk way of irrational shopping, impulse buying is closely watched by scholars. However, there are a lot of researches on the impulse purchase for the single-person shopping situation, but there are few researches on the mechanism of the impulsive purchase behavior of the group consumers under the relational situation. This study focuses on the issue of the mechanism of impulse buying by group consumers in the context of initial contradiction of intension. The experimental results show that, although the initial reaction of consumers is not consistent, but eventually there will be consistent impulse buying behavior. The reason is that, on the one hand, high-impulsive consumers interpret the initial behavioral response as the target promised signal, resulting in a strong impulse purchase desire driven by the hedonic goal; and those with low impulses interpret the initial behavioral response as the goal of progress Signal, driven by the goal of social ownership has a strong desire to impulse purchase. On the other hand, the attribution of external causes leads to the reduction of consumer guilt and the failure of self-control. The strength of the relationship will play a regulatory role in these effects.