在互联网时代的背景下，线上交易平台已经成为市场的重要组成部分。人们从被迫接受有地域限制的商品转为了在网络上主动选择自己所需要的商品，大大提升了消费的灵活性和自由度。而随着消费平台与直播平台等渠道进行的推广合作的诞生，预售商品也成为了市场的新宠儿。本研究针对目前网络购物中较流行的预购买模式展开探讨，对消费心理学领域中已有理论进行了梳理，并将未来目标实现情境下对不同方法选择的理论与现有的消费心理学中的理论相结合，提出了基于预购买这种新的消费情境的研究假设。

本研究的整体假设是，在预购买的情境下，商品属性、商品多样性、获得商品的时间距离都能够在预设场景下一定程度地影响消费者的预购买意愿。在此基础上，获得商品的时间距离不同，商品的属性和多样性对消费者预购买意愿的影响不同。论文共进行了三个研究对假设进行论证。研究一为健身打卡任务下的预购买模拟情境实验，将过往研究中目标追求情境下的结论迁移到本土化网络消费情境中，证明了目标追求情境下的实验范式在消费场景中是有效的，获取商品的时间距离、商品多样性、商品属性都能够在预购买情境中显著影响消费者的购买意愿，但对交互作用的验证不理想，且可能存在情境与现实不够贴合等问题。针对这些问题，进行了研究二的结构化访谈，选取研究一中不同教育和社会背景的被试进行抽样访谈，在一定程度上用个案验证了本研究基本假设的合理性，并根据结构化访谈提炼出的预购买消费者的需求对实验材料做出了进一步的修正和改进，这些成果在研究三中得到了应用。研究三采用了基于真实消费情境的问卷实验，最终验证了本研究的三项基本假设，即获取商品的时间距离与另外两项变量之间都存在显著的交互作用，随着预购买商品获取的时间距离的增长，消费者对高多样性的商品购买意愿下降更快，而娱乐类商品相较于实用类商品在购买意愿下降的趋势中更缓慢。

基于以上结果，本研究对采用预购买模式的商家和消费者都提出了相应的策略和建议。本研究从理论角度上为预购买这一崭新的消费领域提供了实证的支持，丰富了消费心理与行为策略的研究；从实践角度有助于商家和消费者改进对预购买情境的认知，从而调整出更佳的营销策略或作出更理智的消费决策。

In the context of the Internet era, online trading platform has become an important part of the market. People have changed from being forced to accept goods with geographical restrictions to actively choose the goods they need on the Internet, which has greatly improved the flexibility and freedom of consumption. With the birth of promotion cooperation between consumption platform and live broadcasting platform, pre-sale goods have also become a new favorite of the market. This study discusses the more popular pre purchase mode in online shopping, combs the existing theories in the field of consumer psychology, combines the theories of different methods in the context of future goal realization with the existing theories in consumer psychology, and puts forward the research hypothesis based on the new consumption situation of pre purchase.

The overall assumption of this study is that in the context of pre purchase, commodity attributes, commodity diversity and the time distance to obtain commodities can affect consumers' purchase decisions to a certain extent under the preset scenario. On this basis, the time distance to obtain goods can have a significant interaction with the attributes and diversity of goods. Three studies are conducted to demonstrate the hypothesis. Study 1 is the pre purchase simulation scenario experiment under the fitness punch in task, which transfers the conclusions under the goal pursuit scenario in previous studies to the localized online consumption scenario, and proves that the experimental paradigm under the goal pursuit scenario is effective in the consumption scenario. The time distance, commodity diversity and commodity attributes of obtaining commodities can significantly affect consumers' purchase intention in the pre purchase scenario, but the verification of interaction is not ideal, And there may be problems such as insufficient fit between the situation and reality. To solve these problems, we conducted structured interviews in Study 2, selected subjects with different educational and social backgrounds in Study 1 for sampling interviews, verified the rationality of the basic assumptions of this study with cases to a certain extent, and further revised and improved the experimental materials according to the needs of pre purchase consumers extracted from structured interviews. These results were applied in Study 3. In Study 3, a questionnaire experiment based on the real consumption situation was adopted, which finally verified the three basic assumptions of this study, that is, there was a significant interaction between the time distance of acquiring goods and the other two variables. With the increase of the time distance of acquiring pre purchased goods, consumers' willingness to purchase high diversity goods decreased faster, while entertainment goods decreased more slowly than practical goods.

Based on the above results, this study puts forward corresponding strategies and suggestions for merchants and consumers who adopt the pre purchase mode. From a theoretical point of view, this study provides empirical support for the new consumption field of pre purchase, and enriches the research on consumer psychology and behavior strategies; From a practical point of view, it can help businesses and consumers improve their cognition of pre purchase situation, so as to adjust better marketing strategies or make more rational consumption decisions.