促销情境下在线冲动性购买的影响机制研究

发布时间：2018-04-21 01:39

本文选题：促销 + 过度自信　；参考：《天津理工大学》2015年硕士论文

【摘要】：随着电子商务市场的迅猛发展,我国的网络购物市场保持持续高速增长的态势。据CNIT-Research(中国IT研究中心)“2014年第2季度中国网络购物市场研究报告”可知,我国网络购物用户规模已经超过3.32亿,网络购物用户规模的快速扩张为网络市场的发展奠定了良好的基础,释放着巨大的市场潜力。不断扩大的网络购物市场,吸引着越来越多的企业加入,网络商家之间的竞争变得越来越激烈。促销成为网络商家经常使用的竞争手段,是商家零售利润的重要来源。商家期望了解促销怎样影响消费者的购买行为,面对促销刺激消费者的认知机制会发生怎样的变化。根据阿里巴巴公布的数据显示,2014年“双十一”支付宝全天成交金额为571亿,比去年的350亿增长63%。随着网络购物的发展,冲动性购买在日常购买活动中所占的比率越来越大,冲动性购买行为的研究变得更加重要。有关在线冲动性购买行为的研究开始兴起,研究侧重于传统的冲动性购买行为理论是否适应于在线冲动性购买行为。现有的研究从消费者认知的视角进行研究,考虑网络刺激对消费者认知的影响进而影响消费者的在线冲动性购买行为。本文结合网络商家的实际需要和目前在线冲动性购买的研究现状,研究具有“时间压力”和“价格折扣”双重刺激的促销对消费者过度自信的影响,进而影响消费者的在线冲动性购买行为,采用刺激-机体-反应(S-0-R)范式,建立了促销情境下在线冲动性购买的影响机制模型,希望能促进消费者在线冲动性购买行为的研究,为网络商家的营销活动提供理论支撑。首先,本文通过文献的梳理和总结,对促销的关键特征要素进行了界定,明确了时间压力和价格折扣在促销中发挥的关键作用,同时明确了夸大感知收益和忽略感知风险是消费者过度自信的关键特征要素,并对在线冲动性购买的相关研究进行了梳理,为进一步的研究奠定理论基础。通过文献的分析本文构建了“促销特征——过度自信——在线冲动性购买”的影响机制模型,并提出了相关的研究假设。其次,本文通过问卷调查,获得了300份有效问卷,通过SPSS和AMOS对获取的数据进行了分析处理。通过对变量的相关性分析、信度及效度检验,保证了样本数据的内部一致性与结构效度;通过运用结构方程模型对研究模型中的相关假设进行检验,证明除了促销时间限制对夸大感知收益的影响不显著以外,促销特征与消费者过度自信之间有显著的正相关性,过度自信与在线冲动性购买之间有显著的正相关性。最后,本文概括了研究结论,并阐述了研究结果的理论贡献与管理启示,以及本研究的不足之处和后续的研究展望。
[Abstract]:With the rapid development of e-commerce market, the online shopping market in our country keeps increasing at a high speed. According to CNIT-Research Center, China's online shopping market research report in the second quarter of 2014, the number of online shopping users in China has exceeded 332 million. The rapid expansion of online shopping user scale has laid a good foundation for the development of the network market and released a huge market potential. The expanding online shopping market attracts more and more enterprises to join, and the competition between online merchants becomes more and more fierce. Promotion is often used by online merchants as a means of competition and an important source of retail profits. Merchants expect to understand how sales promotion affects consumers' purchase behavior and how the cognitive mechanism of stimulating consumers in the face of sales promotion changes. According to data released by Alibaba, the total turnover of Alipay in 2014 was 57.1 billion, up 63 percent from 35 billion last year. With the development of online shopping, impulsive buying accounts for more and more in daily purchasing activities, so the study of impulsive buying behavior becomes more and more important. The research on online impulsive purchase behavior has started to rise, focusing on whether the traditional impulsive buying behavior theory is suitable for online impulsive buying behavior. From the perspective of consumer cognition, the existing research considers the influence of Internet stimulation on consumers' cognition, and then affects consumers' online impulsive buying behavior. Combined with the actual needs of online merchants and the current research status of online impulsive purchase, this paper studies the impact of "time pressure" and "price discount" on consumer overconfidence, which is stimulated by "time pressure" and "price discount". In order to promote the research of online impulsive purchase behavior of consumers, the influence mechanism model of online impulsive purchase in the context of sales promotion is established by using the stimulus-organic-response S-0-R paradigm, which can promote the research of online impulsive purchase behavior of consumers. To provide theoretical support for the marketing activities of network merchants. First of all, this paper defines the key features of sales promotion by combing and summarizing the literature, and clarifies the key role of time pressure and price discount in sales promotion. At the same time, it is clear that exaggerating perceived income and ignoring perceived risk are the key characteristics of consumer overconfidence, and the related research on online impulsive purchase is combed, which lays a theoretical foundation for further research. Through the analysis of literature, this paper constructs the influence mechanism model of "promotion characteristic-overconfidence-online impulsive purchase", and puts forward related research hypotheses. Secondly, 300 valid questionnaires were obtained by questionnaire, and the data were analyzed and processed by SPSS and AMOS. Through the correlation analysis of variables, reliability and validity test, the internal consistency and structural validity of the sample data are guaranteed, and the relevant assumptions in the research model are tested by using the structural equation model. The results show that except for the effect of time restriction on inflated perceived income, there is a significant positive correlation between sales promotion characteristics and consumer overconfidence, and between overconfidence and online impulsive purchase. Finally, this paper summarizes the conclusions of the research, and expounds the theoretical contributions and management implications of the results, as well as the shortcomings of this study and the future research prospects.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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