随着经济不断发展，人口流动成为时代常态。个体由于家庭、工作、生活、学习等原因离开原居住地并迁移至新居住地的行为被称为居住流动。探究居住流动对于人们心理、行为的影响具有重要意义，以往的研究也针对流动与否的心理效应贡献了丰富的研究成果。本研究在此基础上将流动的效应从是否流动拓展至流动方式，并提出个体以主动或被动方式流动将通过调节定向进一步关联到个体的消费偏好。研究假设相比被动流动，主动流动将激活促进定向（相对预防定向）进而促进个体对于体验购买（相对实物购买）的偏好。

本文通过三项研究检验了以上假设。研究1采用回忆启动法初步考察了主动-被动流动与体验-实物购买偏好之间的关系，结果发现相比回忆被动流动经验的个体，回忆主动流动经验的个体报告了更强的体验（相对于实物）购买偏好。研究2a再次通过回忆法启动主动-被动流动，并测量调节定向和体验-实物购买偏好。结果表明，相对被动流动组，主动流动组的个体表现出更强的体验（相对于实物）购买偏好，且更高的促进定向相对凸显性（由促进定向分数减去预防定向的分数）在其中起到中介作用。研究2b创设具体情境启动主动-被动流动，测量调节定向和体验-实物购买偏好，再次验证了主动（相对于被动）流动与体验（相对于实物）购买的正向关联以及促进定向相对凸显性在其中的中介作用。

本研究首次在居住流动方式层面探索了主动-被动流动对于购买偏好的影响，并揭示了这一影响的心理机制。研究结果一方面可从理论上将居住流动研究拓展到流动方式与消费心理的关联上，另一方面也可在实践上帮助企业丰富用户研究的维度，并根据产品类型制定相应的营销策略。未来研究可采用更具生态效度的方式检验结论的稳定性，并进一步探索主动-被动流动与其他消费行为的关系。

With the continuous development of economy, population mobility has become the norm of The Times. The behavior of individuals leaving the original residence and moving to the new residence due to family, work, life, study and other reasons is called residential mobility. Exploring the impact of residential mobility on individuals' psychology and behavior holds significant implications, warranting further investigation in academic research. Previous studies have also contributed a wealth of research results on the psychological effects of mobility or not. However, since the phenomenon of mobility is becoming more and more common and most individuals have had mobility experience, it is of great significance to explore mobility. However, the current literature on residential mobility mainly focuses on the influence of mobility experience on individuals, but does not pay attention to the specific types of mobility. This paper proposes that individuals moving in an active or passive manner will be further related to individual consumption preferences by regulatory focus. The study hypothesizes that active flow will activate the promotion focus which leads to the experiential purchase preference, while passive flow will activate the prevention focus which leads to the physical purchase preference.

The above hypothesis was tested in three studies. Study 1 used recall priming to investigate the relationship between active-passive flow and experience-material purchase preference, and found that individuals who recalled active flow experience reported a stronger experiential (relative to material) purchase preference than those who recalled passive flow experience. Study 2 again initiates active-passive flow through recall and measures regulatory focus and experiential-material purchase preference. The results show that, compared with the passive flow group, individuals in the active flow group show a stronger purchase preference for experiences (relative to objects), and the higher relative salience of promotion focus (score of promotion focus minus score of prevention focus) plays a mediating role. Study 3 creates a specific situation to initiate active-passive flow, and measures the regulatory focus and experiential-material purchase preference, again verifying the positive correlation between active (relative to passive) flow and experiential (relative to material) purchase, and the higher relative salience of promotion focus plays a mediating role.