型网络促销活动中非计划性消费影响因素分析#br# ——以淘宝“双11”促销活动为研究情境

北京邮电大学学报(社会科学版) ›› 2015, Vol. 17 ›› Issue (6): 19-25.

型网络促销活动中非计划性消费影响因素分析#br# ——以淘宝“双11”促销活动为研究情境

北京邮电大学经济管理学院，北京100876

收稿日期:2015-10-20 出版日期:2015-12-30 发布日期:2023-03-27
基金资助:
北京市哲学社会科学规划项目（13KDB011）

Influencing Factors of Unplanned Consumption in Large Online Promotion#br# ——Empirical Study Based on Taobao “Double 11” Promotion

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

Received:2015-10-20 Online:2015-12-30 Published:2023-03-27

摘要/Abstract

摘要：

大型网络促销活动是近年来出现的一种新现象，其为消费者提供了不同的购物情境。以淘宝“双11”促销活动为研究情境，对大型网络促销活动中非计划性消费影响因素进行分析。研究发现：网络购物预算中普遍存在消费松弛现象；消费松弛、促销广度、购物时间、社会氛围显著影响非计划性消费；准备时间通过影响购物时间、消费松弛间接影响非计划性消费。研究结论为电子商务平台有效地开展大型网络促销活动提供了理论依据。

关键词: 网络促销, 非计划性消费, 消费松弛, 社会氛围, 淘宝

Abstract:

Large online promotion, as a new promotion way in recent years, provides special consumption context for consumers Consumer surveys before and after the Taobao “Double 11” promotion were used to collect empirical data, and structural equation model was introduced to reveal influencing factors and mechanism of unplanned consumption The study shows that in-store slack exists in large online promotion In-store slack, promotion range, shopping time and social environment have significant effects on unplanned consumption Preparation time has indirect effect on unplanned consumption through in-store slack and shopping time The results provide theoretical foundation for large online promotion in e-business platform

Key words: large online promotion, unplanned consumption, in-store slack, social environment;taobao

中图分类号:

王伶俐, 闫强, 陈文晶. 型网络促销活动中非计划性消费影响因素分析#br# ——以淘宝“双11”促销活动为研究情境[J]. 北京邮电大学学报(社会科学版), 2015, 17(6): 19-25.

WANG Ling-li, YAN Qiang, CHEN Wen-jing. Influencing Factors of Unplanned Consumption in Large Online Promotion#br# ——Empirical Study Based on Taobao “Double 11” Promotion[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2015, 17(6): 19-25.