情境因素对消费者在线冲动购买影响的实证分析.pdfVIP

摘要 网络购物成为当前消费者不可或缺的消费方式。根据 CNNIC2013 年的《中 国网络购物市场研究报告》，2013 年国内在线购物用户达到 3.020 亿人，2013 年全国网络交易金额高达 1.850 万亿元，2014 年双十一当天淘宝网站旗下的天 猫旗舰店就以 571.12 亿元的销售额完美收官。在这一背景下，本文从冲动购买 的角度出发，研究网络购物情境下消费者的购物行为。本文基于 M-R 模型（刺 激物— 有机体— 反应）以网络购物情境因素作为刺激物，引发消费者情绪发 生变化，进而促使消费者产生冲动购买驱力。本文把视觉性、经济性、参照 性、可利用时间、可利用金钱归作为影响冲动购买的情境因素，基于PA 模型把 情绪划分为愉悦和唤醒两个维度。经过问卷调查，运用 spss18 软件进行数据处 理发现，网络购物经济性、参照性、可利用时间、可利用金钱可正向影响消费 者愉悦情绪，网络购物视觉性、经济性、参照性、可利用时间可正向影响消费 者唤醒情绪，愉悦、唤醒情绪可正向影响消费者冲动购买驱力。而网络购物视 觉性对愉悦情绪没有影响，网络购物可利用金钱对唤醒情绪没有影响。另外， 情绪在网络购物情境与消费者冲动购买驱力之间起到了部分中介作用。最后， 基于研究结论为网络零售商提出一些具体的营销建议。本文的研究有助于理解 网络购物者的消费行为，对网络零售商有一定指导意义。 关键词：网络购买情境因素；情绪；冲动购买驱力 I Abstract Currently, online shopping has become a indispensable consumption pattern for consumers. According to China’s online shopping market research report that published by CNNIC in 2013, online shopping users reach 3.02 hundred million in China in the year, and the total transaction amount reach as high as 1.85 trillion yuan, the sales of Tmall flagship store belongs to Taobao reach 571.12 billion yuan in the day of double-eleven in 2014. In this context, the shopping behavior of consumers under the online shopping environment was studied from a impulse buying perspective in this paper. Based on the M-R model, the online shopping situation factors are regarded as stimulants for triggering emotional responses from consumers, then encourage the consumers to buy the products. The situation factors of impulse buying include visuality, economy, reference, available time and available money in this paper, the emotion is divided into joviality and awakening two dimensionality based on the PA model. By means of investigation questionnaires and d