msueconВестник Московского университета. Серия 6. ЭкономикаLomonosov Economics Journal0130-0105MSUPRESS10.55959/MSU0130-01056-58-1-9msuecon-951Research ArticleВОПРОСЫ УПРАВЛЕНИЯMANAGEMENT ISSUESЭмоциональное состояние потребителя как фактор совершения импульсных покупокEmotional State as Factor Affecting Consumer’s Impulse Purchasing Behaviorhttps://orcid.org/0000-0003-0728-8521БерезкаС. М.BerezkaS. M.

Березка Светлана Михайловна — к.э.н., заместитель руководителя департамента маркетинга, Высшая школа бизнеса

Москва

Moscow

sberezka@gmail.comhttps://orcid.org/0000-0001-6141-6163ФартунинаА. В.FartuninaA. V.

Фартунина Александра Валерьевна — ассистент, Высшая школа бизнеса

Москва

Moscow

FartuninaA15@mail.ruНИУ «Высшая школа экономики»РоссияHSE UniversityRussian Federation202316012023581191211Copyright © Березка С.М., Фартунина А.В., 20232023Березка С.М., Фартунина А.В.Berezka S.M., Fartunina A.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://msuecon.elpub.ru/jour/article/view/951

В статье рассмотрена взаимосвязь эмоционального состояния потребителя и склонности к совершению импульсных покупок, авторы проводят анализ эффектов, связанных с импульсивным покупательским поведением, проведенный на примере продуктов питания. Согласно исследованиям поведения потребителей, проведенным в России, доля покупок, определяемых как импульсные, стабильно увеличивается. Недостаточное понимания специфики и природы импульсных покупок может оказывать негативное влияние как на благополучие потребителя, включая психологическое состояние и материальное положение, так и на финансовую устойчивость самих компаний в долгосрочной перспективе. Целями статьи являются улучшение понимания поведения потребителей в России и выявление взаимосвязи эмоционального состояния потребителя и импульсных покупок продуктов питания. На основе анализа научных источников сформулирован подход к пониманию «импульсных покупок», систематизированы факторы, влияющие на их совершение, а также охарактеризованы эмоциональные состояния потребителя, ассоциированные с совершением импульсных покупок продуктов питания. Основу работы составляет эмпирическое исследование, включающее серию глубинных интервью и количественный опрос. Для выявления взаимосвязи эмоционального состояния потребителя и склонности к совершению импульсных покупок продуктов питания в России использован метод моделирования структурными уравнениями. В результате тестирования ряда альтернативных моделей определены различия в паттернах импульсивного покупательского поведения респондентов женского и мужского пола. Было подтверждено, что отрицательные эмоции значимо влияют на чувствительность к визуальным характеристикам товаров, импульсивность и запланированность покупок представителей обоих полов. Воздействие положительных эмоциональных состояний на перечисленные поведенческие аспекты статистически значимо только в отношении мужчин. Выявленные взаимосвязи могут объясняться стремлением к снижению эмоционального напряжения и улучшению эмоционального состояния. Исследование создает основы для дальнейшего изучения эмоционально обусловленного поведения потребителей и улучшения прогнозирования покупательского поведения.

The article considers the relationship between the consumer’s emotional state and impulse purchases. The authors analyze the effects of the consumer’s impulse behavior on buying food products. According to numerous studies of consumer behavior conducted in Russia, the share of purchases defined as impulse purchases has been increasing steadily. Insufficient understanding of the specifics and nature of impulse purchases may negatively affect both consumers’ well-being, including their psychological and financial state and companies’ financial sustainability in the long term.

The article aims to improve understanding of consumer behavior in Russia and identify the relationship between the consumer’s emotional state and impulse purchases of food products. Previous research into the topic has allowed the authors to form understanding of impulse purchases and systematize factors influencing them. The effect of the consumer’s emotional state on impulse purchases of food products has also been described.

An empirical study including a series of in-depth interviews and a quantitative survey forms the basis for the present research. To identify the relationship between the consumer’s emotional state and impulse purchases of food products in Russia the structural equation modeling method is applied. As a result of testing several alternative models, differences in the patterns of impulse buying behavior of female and male respondents are revealed. The research confirms that negative emotions significantly affect sensitivity to visual characteristics of products, impulsivity, and unplanned purchasing with both female and male consumers. Positive emotions, in contrast, demonstrate statistical significance with men solely. These findings can be explained by the consumer’s desire to reduce emotional tension and improve emotional state.

The article provides a basis for further research into emotionally driven consumer behavior and improve predictability of purchasing behavior.

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The authors declare that there are no conflicts of interest present.