随着社会的进步与经济的发展，人们对物质生活的追求也在逐步提升。但随之而来也产生了一些负面影响，越来越多的人沉溺于购物的快感中，不自知自己已然变成了“购物狂”，但仍旧无法停止“剁手”的心情，进而承受由过度消费带来的经济压力与社会压力。为了剖析消费者出现强迫性购买的影响机制，本研究采用混合研究的范式，分别从量化和质性的角度做出解释。

研究一的研究对象为通过方便抽样得到的331名消费者，通过构建以实际自我一致性为自变量、品牌依恋为中介变量、强迫性购买为因变量的模型一，理想自我一致性为自变量、品牌依恋为中介变量、强迫性购买为因变量的模型二，神经质调节两个模型中自变量到中介变量之间关系的有中介的调节模型。采用问卷法测量消费者在以上变量中的得分，并使用SPSS25.0和PROCESS插件进行数据分析，从而检验模型假设。研究结果表明：消费者的实际自我一致性、理想自我一致性都能够显著正向预测品牌依恋，品牌依恋能够显著正向预测强迫性购买，品牌依恋在实际自我一致性对强迫性购买的影响中起完全中介作用，在理想自我一致性与强迫性购买的影响中起完全中介作用，神经质显著正向调节理想自我一致性对品牌依恋的关系，对于实际自我一致性与品牌依恋的负向调节不显著。

研究二在研究一量化结果的基础上，采用混合研究范式中的解释型设计，即基于扎根理论的质性研究，通过对被访者进行神经质与实际自我一致性、理想自我一致性分组进一步探究量化研究中出现的显著或不显著的结果。以六道开放式问题对20名被访者进行半结构化式访谈，访谈文本采用NVivo11.0进行三级编码，在编码的基础上通过卡方检验得到不同分组被访者影响品牌依恋因素的差异，进一步探究消费者产生强迫性购买的影响机制。

本研究认为，人格特质是导致消费者出现强迫性购买的重要因素，高神经质人格的消费者更容易产生强迫性消费行为；另外，实际自我一致性与理想自我一致性的消费者在出现强迫性购买时的驱动因素也有所差异，实际自我一致性的消费者更容易受到产品属性、商家折扣等外部因素的影响，而理想自我一致性的消费者则更关注产品与其自我概念的匹配程度并期望通过购买产品的方式提升自我。

With the social progress and economic development, people's pursuit of material life is also gradually improving. However, it also has some negative effects. More and more people indulge in the pleasure of shopping without realizing that they have become a "shopping addict", but they still cannot stop the mood of "cutting off their hands", thus bearing the economic pressure and social pressure brought by excessive consumption. In order to analyze the influencing mechanism of consumers' compulsive purchase, this study adopts the paradigm of mixed research and makes explanations from quantitative and qualitative perspectives respectively.

Study the object of study by convenient sampling, 331 consumers, by building actual self congruence as the independent variables, brand attachment as intermediary variables, compulsive buying as the dependent variable of the model a, ideal self congruence as the independent variables, brand attachment as intermediary variables, compulsive buying as dependent variable of the model 2, neurotic adjustment to the mediation variables in the two models have the regulation of the mediation model of relationships between variables. The scores of consumers in the above variables were measured by questionnaire method, and SPSS25.0 and PROCESS plug-in were used for data analysis, so as to test the model hypothesis. The results show that the consumer's real self, ideal self congruence could significantly positively predict brand attachment, brand attachment can significantly positively predict compulsive buying, brand attachment in actual self congruence on the influence of the compulsive purchase partial mediating role, the influence of the ideal self congruence and compulsive buying complete mediation role, neurotic significant positively regulating ideal self congruence on the relationship between the brand attachment, for the actual self congruence and no significant negative regulation of brand attachment.

On the basis of the quantitative results of the first study, the second study adopts the explanatory design in the mixed research paradigm, namely the qualitative research based on grounded theory, and further explores the significant or insignificant results in the quantitative research by grouping the respondents into neuroticism consistent with the actual self and ideal consistent with the ideal self. A semi-structured interview was conducted on 20 interviewees with six open questions. The interview text was encoded with NVivo11.0 three-level code. On the basis of the code, chi-square test was conducted to find out the differences between different groups of interviewees in influencing factors of brand attachment, so as to further explore the influencing mechanism of consumers' compulsive purchase.

In this study, personality traits are an important factor that leads to compulsive buying, and consumers with high neurotic personality are more likely to have compulsive buying behavior. In addition, the actual self and ideal self congruence of consumers in the event of a compulsive purchase drivers also have difference, the actual self congruence of consumers are more susceptible to product attributes, discounts and other external factors, and the ideal self congruence of consumer is more concerned with the degree of match products with self concept and expect to improve yourself by buying the product.