摘要：购物节频繁举办使得消费者对限时促销活动的感知下降，如何应对“造节”泛滥所导致的营销疲态、重新激发市场活力成为业界亟待解决的难题。随着更多情绪消费形式的涌现和消费者购物行为前置化成为趋势，前瞻性情绪正日益成为影响购买行为的重要因素。因此，探究限时促销期间消费者前瞻性情绪的演化过程具有重要现实意义。基于S-O-R分析框架，构建以时间压力为自变量、前瞻性情绪(预期后悔、预期惊喜)为中介变量、冲动购买意愿为因变量的中介模型，并分析产品类型的调节作用。通过两个实验研究发现，限时促销中时间压力对消费者冲动购买意愿具有显著正向影响；产品类型在时间压力和消费者冲动购买意愿之间发挥调节作用；前瞻性情绪在时间压力—产品类型对消费者冲动购买意愿的交互影响中起中介作用，即面对享乐品时，时间压力对消费者产生的前瞻性情绪具有显著正向影响，进而放大了冲动购买意愿的差异；而面对实用品时，时间压力对前瞻性情绪及冲动购买意愿的影响没有显著差异。本研究拓展了S-O-R理论在限时促销领域的应用，从产品类型层面确定了限时促销活动有效发挥作用的边界条件，深化了对前瞻性情绪驱动冲动购买的理解，并为商家优化限时营销策略提供实践指导。

Abstract: The frequent hosting of shopping festivals has led to a decline in consumers' perception of limited-time promotion activities. Addressing the marketing fatigue caused by the proliferation of fabricated festivals and reigniting market vitality have become an urgent challenge for the industry. With the emergence of more emotional consumption forms and the trend of consumer shopping behavior pre-positioning, prospective emotions are increasingly becoming a critical factor influencing purchasing behavior. Therefore, exploring the evolutionary process of consumers' prospective emotions during limited-time promotions holds significant practical implications.Based on the S-O-R analysis framework, we construct an intermediate model with time pressure as the independent variable, prospective emotions(anticipated regret, anticipated delight) as the mediating variable, and impulse purchase intention as the dependent variable, while also analyzing the moderating effect of product type. Through two experimental studies, we find that time pressure during limited-time promotions significantly positively influences consumers' impulse purchase intention. The type of product plays a moderating role between time pressure and consumers' impulse purchase intention. Prospective emotions mediate the interaction effect of time pressure and product type on consumers' impulse purchase intention. Specifically, when facing hedonic products, time pressure significantly positively influences the prospective emotions of consumers, thereby amplifying differences in impulse purchase intention. In contrast, when facing utilitarian products, time pressure does not significantly affect prospective emotions or impulse purchase intention.This study extends the application of the S-O-R theory in the field of limited-time promotions, delineates boundary conditions under which limited-time promotional activities effectively function based on product type, deepens our understanding of prospective emotions driving impulse purchases, and provides practical guidance for businesses to optimize their limited-time marketing strategies.