网络团购中消费者冲动购买行为及其影响因素研究.pdfVIP

摘 要 基于网络购物中网络团购这一新兴电子商务模式，在传统线下及一般网络购 物中消费者冲动购买行为研究的基础上，研究了网络团购中消费者的冲动购买行 为及其影响因素。系统地总结梳理了以往的相关研究，并归类总结了网络团购环 境下影响消费者冲动购买行为的各种因素，完善了各类影响因素的分类构成。选 取网络团购中最具有代表性的价格折扣为研究对象，旨在研究网络团购中两种折 扣呈现方式都存在的情形下，金额折扣显著表现方式与折扣显著表现方式对消费 者感知节省及冲动购买购买行为是否有不同影响，并将价格折扣幅度、品牌知名 度作为控制变量，研究其对结果的影响。 另一方面，进一步深入研究了不同冲动购买行为类型的类型分布，开发了不 同冲动购买类型测量量表，并选取影响因素中具有代表性的普遍影响因素，即第 三方信息中的他人评价、成交记录，构建了其对消费者不同冲动购买行为类型的 影响模型。 研究发现，当团购商品品牌知名度高、折扣幅度大时，折扣显著表现形式比 金额显著表现形式能引起更高的感知节省与冲动购买；当团购商品品牌知名度低、 折扣幅度大时，金额显著表现形式比折扣显著表现形式能引起消费者更高的感知 节省与冲动购买行为。而关于不同冲动购买类型分布的研究表明，纯冲动购买类 型的消费者最多，提醒型冲动购买与计划型冲动购买次之，建议型冲动购买的消 费者最少。第三方信息中的他人评价对纯冲动购买、提醒型和计划型冲动购买有 显著影响，成交记录对纯冲动购买、建议型冲动购有显著影响。 关键词： 网络团购 价格折扣呈现方式 冲动购买类型 ABSTRACT Based on the traditional study of consumers’ impulse buying, this paper examines consumers’ online impulse buying and influence factors in online group buying, which is a new kind of network consumption patterns. This study firstly reviewed the research of consumers’ impulse buying, concluded the influence factors of consumers’ impulse buying in online group buying. This paper examines the effects of novel discount presentation on consumers’ perceived savings and impulse buying in online group buying. This study also choices the circumstance of price discount and brand awareness as control variables. On the other hand, this study further in-depth examines the different types of impulse buying. This paper develops the different types of impulse buying scale, and constructs the model of the influence of third part information on different types of impulse buying. The results show that, when the brand awareness is high and large discount, discount significance manifestation form can lead to significantly higher perceived savings and impulse buying. When the brand awareness is low and large discount, sum significance manifestation form can lead to significantly higher perceived savings and impulse buying. In addition to, the study of different types of impulse buying shows