不同涉入情境下的心理距离对消费者网购行为的影响研究

发布时间：2018-05-14 07:40

本文选题：时间距离 + 社会距离　；参考：《武汉大学》2017年硕士论文

【摘要】：近年来,我国电子商务迅猛发展,针对不同节日举办大型网络促销已经成为电子商务平台增长营收的重要手段。以天猫"双11"为首的网络促销活动,成交金额屡创新高,已成为传统零售业不可忽视的一股新生力量。而大型网络促销有别于传统促销方式,一方面由于网络购物环境动态变化,风险性和复杂性高,使得企业获取传统营销中的顾客忠诚变得越来越困难;另一方面,网络营销模式的便利性、互动性与灵活性,又可以帮助企业与消费者之间建立更为良好的互动;此外,便捷的物流服务、愉悦的购物过程以及一站式的购物体验也会增加用户在网络环境下的冲动购买行为。正是由于网络环境带来的巨大差异,研究新形势下消费者网络购买决策行为对于商家和学者而言具有更为重要的理论和实践意义。虽然已有大量关于消费者网络购买决策影响因素的研究,但研究思路大多集中在网络销售渠道的感知特征、网站和产品特征以及消费者特征与评论等方面,较少有学者从心理学角度来解释消费者网络购买决策与行为。本文试图以心理学视角,基于解释水平理论,选取时间距离和社会距离两个心理距离维度,通过问卷调查的方式,来探索消费者在网络促销活动中面对不同产品涉入度和购买决策涉入情境时的购买行为的差异。研究结果表明:(1)在购买高涉入度商品时,感知较远的时间距离和感知较近的社会距离对消费者的购买决策均有积极影响;而在购买低涉入度商品时,感知较近的时间距离和感知较近的社会距离对消费者购买决策有积极影响。(2)时间距离对消费者购买决策涉入度、购物总金额有显著促进作用,且感知时间越早,购买决策涉入度越高,越可能达成更高的购物总金额,同时购买决策涉入度在时间距离对购物总金额产生影响的过程中具有中介效应,而社会距离作为心理距离的另外一个重要维度,影响效果并不显著。研究成果拓展了解释水平理论在社会营销学的应用范围,有利于电子商务平台和商家更好的开展网络营销活动,取得收益最大化。
[Abstract]:In recent years, E-commerce has been developing rapidly in China, and it has become an important means for E-commerce platform to increase revenue by holding large-scale network promotion for different festivals. Tmall "double 11" led by the network promotion activities, the transaction amount of record high, has become the traditional retail industry can not be ignored a new force. On the one hand, because of the dynamic change of online shopping environment, high risk and complexity, it makes it more and more difficult for enterprises to obtain customer loyalty in traditional marketing; on the other hand, The convenience, interactivity and flexibility of the network marketing model can also help enterprises and consumers to establish a better interaction; in addition, convenient logistics services, A pleasant shopping process and a one-stop shopping experience can also increase users' impulsive buying behavior in online environments. It is precisely because of the huge difference brought by the network environment that it is of more important theoretical and practical significance for merchants and scholars to study the decision making behavior of consumer network purchase under the new situation. Although there has been a great deal of research on the influencing factors of consumers' online purchasing decision, most of the research ideas are focused on the perceived characteristics of online sales channels, website and product features, consumer characteristics and comments, and so on. Few scholars explain consumers' online purchasing decisions and behaviors from the perspective of psychology. This paper attempts to choose the psychological distance dimension of time distance and social distance from the perspective of psychology and based on the theory of level of explanation. The purpose of this paper is to explore the difference of consumers' purchase behavior when they are confronted with different product involvement and purchase decision situations in online promotion activities. The results showed that the perceived distance between longer time and social distance had a positive effect on the consumer's purchase decision, while when buying the low-intrusive goods, the results showed that: (1) when buying the high intrusive goods, the perceived distance of time and the social distance had a positive effect on the consumers' purchase decisions, but when they bought the low-intrusive goods, Perception of closer time distance and perceived social distance have a positive impact on consumer purchase decision.) time distance has a significant impact on consumer purchase decision involvement, total amount of shopping has a significant role in promoting the perceived time, and the earlier the perceived time is, the earlier the perceived time is. The higher the involvement of purchase decision is, the more likely it is to reach a higher total amount of shopping. Meanwhile, the degree of involvement of purchase decision has intermediary effect in the process of time distance affecting the total amount of shopping. As another important dimension of psychological distance, social distance has little effect. The research results expand the scope of application of the level of explanation theory in social marketing, which is conducive to the e-commerce platform and merchants to better carry out network marketing activities to maximize revenue.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6

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