基于电子商务环境下冲动购买的营销策略.docVIP

摘　　要 冲动性购买在消费者的购买过程中占了很大的比例，几乎每个消费者至少经历了一次以上的冲动购买。目前国内外关于冲动消费的理论日臻成熟，不少学者从不同角度对冲动购买进行了比较深入的研究，但其焦点大多集中在传统的购物环境即实体环境中。实际上随着电子商务的普及与发展，网民的数量大大增加，网络购买力也不断加强，网络环境下的冲动购买现象也变得很普遍，而国内外关于这方面的研究还很缺乏。 电子商务的发展改变了企业经营和市场运作的模式，也改变了消费者的购物环境，在这一特定背景下，消费者的购买行为和企业的营销活动都要重新评价。本文从电子商务的角度出发，对在线冲动购买的定义进行了重新界定，并将引发消费者冲动购买的影响因素分为三类，即刺激因素、个性特质、制约因素，目的在于研究这些因素影响下的消费者冲动购买的形成机理，并从营销的角度出发为电子商务企业提出了几点营销建议，以期待帮助电子商务企业获得更多的利润。 本文运用定性的研究方法，全文分为六个部分。第一部分对本文的研究背景、目的与意义作了简要阐述；第二部分对相关理论基础进行了回顾与梳理，对消费者在线冲动购买的定义进行了界定；第三部分从刺激因素、个体特质、制约因素三个方面分析了网上冲动购买的影响因素，并给出了消费者网上冲动购买的行为模型，进一步理清了消费者网上冲动购买的形成过程；第四部分给出了基于电子商务环境下冲动购买的营销策略；最后对全文的研究贡献与不足之处进行了总结，并对进一步的研究作了展望。 关键词：冲动购买；电子商务；人格特质；营销策略 Abstract Impulse buying accounts for a high proportion in the process of consumer purchase, each consumer experienced at least an impulse buy. Theory of impulsive spending more mature at home and abroad, many scholars from different angles on the impulse buying more in-depth research, but the primary focus in the traditional shopping environment, the physical environment. In fact, with the development of electronic commerce popularization, to increase the number of Internet users, the network purchasing power also continue to strengthen, the traditional common impulse buy shopping environment in the network are also common, but there is few relevant research at home and abroad. The development of e-commerce has changed the enterprise operation and the mode of operation of the market, has also changed the consumer shopping environment, in this specific background, the consumer buying behavior and enterprises marketing activities. In this paper, from the perspective of e-commerce, to redefine the definition of online impulse buying, and the influence factors of lead to consumer impulse buying can be divided into three categories, namely stimulation factors, personality traits, restricting factors, to study under the influence of these three factors, the formation mechanism of consumer impulse buying, and from the perspective of m