消费者冲动性网购行为的影响因素研究

doi:10.19722/j.cnki.1008-7729.2019.0097

北京邮电大学学报(社科版) ›› 2019, Vol. 21 ›› Issue (5): 34-45.doi: 10.19722/j.cnki.1008-7729.2019.0097

消费者冲动性网购行为的影响因素研究

北京邮电大学经济管理学院，北京100876

出版日期:2019-10-31

Influencing Factors of Consumers Impulsive Online Purchase Behavior

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Online:2019-10-31

摘要/Abstract

摘要： 冲动性购买是现代生活中常见的消费方式之一，电子商务促使在线冲动性购买行为逐渐泛化并具备其他特性。利用“刺激-机体-反应(S-O-R)模型”构建消费者冲动性网购行为的影响因素理论模型，通过问卷调查和数据分析，验证相关影响因素的作用。结果表明：时间限制、促销激励、在线评论均正向影响消费者的冲动性网购行为；感知收益、愉悦感在外界激励和消费者冲动性网购行为之间起中介作用，且品牌知名度起到一定调节作用。

关键词: 促销购买限制, 促销激励, 在线评论, 冲动性购买

Abstract: Impulsive purchase is one of the common consumption patterns in modern life. E-commerce makes impulsive online shopping behavior generalized gradually and also makes it show other characteristics. Therefore, it is of great practical significance to the study of influencing factors of such behavior. The theoretical model of influencing factors of consumers impulsive online shopping behavior is constructed by using the S-O-R model. Through the methods of questionnaire survey and data analysis, the role of relevant influencing factors is verified: time constraints, promotional incentives and online reviews all positively affect consumers impulsive online purchase. Perceived benefits and sense of pleasure partially mediate the effects of external incentives and consumers impulsive online shopping behavior. Meanwhile, brand awareness plays a moderating role to some extent.

Key words: promotional purchase constraints, promotional incentives, online reviews, impulsive purchase

中图分类号:

黄逸珺，张依纯. 消费者冲动性网购行为的影响因素研究[J]. 北京邮电大学学报(社科版), 2019, 21(5): 34-45.

HUANG Yi-jun, ZHANG Yi-chun. Influencing Factors of Consumers Impulsive Online Purchase Behavior[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(5): 34-45.

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消费者冲动性网购行为的影响因素研究

Influencing Factors of Consumers Impulsive Online Purchase Behavior

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