网站特征对冲动性购买的影响研究

发布时间：2018-03-29 22:34

本文选题：网站特征　切入点：感知有用性　出处：《南京理工大学》2017年硕士论文

【摘要】：信息时代的变革将人们的生活引领至一个全新的境界,而以信息化和数字化为特征的网络通信技术亦颠覆了传统单一的线下消费模式,互联网作为新兴的购物媒介,以其独特的优势影响着人们的消费习惯,因而受到越来越多消费者的青睐。冲动性购买作为消费者日常生活中一种非常普遍而特殊的现象,也随之由传统的零售交易环境延伸至电子商务环境,并爆发出更强烈的热潮。营销学和心理学等领域的众多学者已从产品特征、个体特质和情境要素方面入手对传统零售环境中的冲动性购买进行了深入研究,但是关于线上情境中消费者的冲动性购买行为,尤其是网站特征作为环境刺激对此的影响并未引起广泛关注。基于上述背景,本研究以"S-O-R"理论为基础框架,结合技术接受模型理论、环境心理学和消费者行为学观点,针对网络购物环境的特点,以网站特征为环境刺激要素,构建了线上情境下消费者冲动性购买形成的整合模型。通过问卷调查和数据分析,本研究得出如下结论:网站的经济性、互动性、知识性和视觉性对消费者的感知有用性和感知愉悦有显著正向影响,且相比较而言,知识性和视觉性这两个特征的影响力较强;网站的安全性仅对感知有用性有显著正向影响,而知名度对感知有用性和感知愉悦均无显著影响。同时,作为个体认知和情感反应的代表变量,感知有用性和感知愉悦均对冲动性购买意愿有显著正向影响,且感知愉悦可以完全中介感知有用性对冲动性购买意愿的作用。此外,消费者的冲动性特质能够正向调节冲动性购买意愿和行为间的关系。
[Abstract]:The revolution of the information age leads people's life to a new state, and the network communication technology characterized by information and digitization also subverts the traditional single offline consumption mode, and the Internet is a new shopping medium. With its unique advantages, it affects people's consumption habits, and is therefore favored by more and more consumers. Impulse buying is a very common and special phenomenon in the daily life of consumers. It also extended from the traditional retail trading environment to the e-commerce environment, and a stronger upsurge broke out. Many scholars in the fields of marketing and psychology have started from product characteristics. In the aspect of individual characteristics and situational factors, the impulse purchase in traditional retail environment is deeply studied, but the impulsive purchase behavior of consumers in online situation is discussed. In particular, the impact of website features as an environmental stimulus has not attracted much attention. Based on the above background, this study is based on the "S-O-R" theory, combined with the technology acceptance model theory, environmental psychology and consumer behavior. According to the characteristics of the online shopping environment, this paper constructs an integrated model of consumers' impulsive buying in the online context, taking the website characteristics as the environmental stimulus elements, through questionnaire survey and data analysis. The conclusions of this study are as follows: the economy, interactivity, knowledge and vision of websites have significant positive effects on consumers' perceived usefulness and perceived pleasure, and compared with each other, the two characteristics of knowledge and vision have a strong influence; The security of website only has a significant positive effect on perceived usefulness, while popularity has no significant effect on perceived usefulness and perceived pleasure. Both perceived usefulness and perceived pleasure have significant positive effects on impulsive purchase intention, and perceived pleasure can completely mediate the effect of perceived usefulness on impulsive purchase intention. The impulsive characteristics of consumers can positively regulate the relationship between impulsive purchase intention and behavior.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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