网络促销下消费者冲动性购买意愿的研究

发布时间：2018-01-08 07:20

本文关键词：网络促销下消费者冲动性购买意愿的研究　出处：《哈尔滨工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网的飞速发展,网络购物成为当前最流行的购物模式,网络购物可以节省消费者时间,使其随时随地进行购买。网络商家间的竞争越来越激烈,为了在竞争中获得更多的市场份额,网络商家在网络上推出各类促销活动,意图吸引更多消费者。研究学者认为传统促销能够促进消费者的冲动性购买,由于网络购物的便捷性更易激发消费者的冲动性购买意愿,进而产生购买行为。促销的效果最大化是商家促销的目的,因此本文选择研究网络促销下消费者的冲动性购买意愿。本文通过对现有冲动性购买行为的定义、分类、影响因素的相关文献的分析,以消费者的冲动性购买特质作为网络促销和冲动性购买意愿的中介变量,将网络信任作为调节变量,提出了论文研究模型。并通过对学者们量表的完善,设计出了本研究的问卷。利用统计学软件SPSS通过描述性统计分析、相关分析和回归分析对数据进行处理,对文中根据相关理论和分析提出的假设进行了检验。本文通过对样本数据进行实证分析,得到结论如下:(1)网络促销能够显著影响消费者的冲动性购买意愿;(2)冲动性购买特质在网络促销和冲动性购买意愿有中介作用;(3)网络信任对消费者冲动性购买意愿有调节作用。最后本研究基于研究结论,对电商和网络零售商提出几点营销管理建议:(1)根据促销时机、产品类型慎重选择促销策略;(2)对于促销策略的宣传,应该新颖独特,使其能够瞬间引起消费者的注意力;(3)电商和网络零售商应该齐心协力通过对网站的维护、提高商品质量和售后服务提升消费者的网络信任,从而使消费者更有欲望去购买商品。
[Abstract]:With the rapid development of the Internet, online shopping has become the most popular shopping mode. Online shopping can save consumers time and make them purchase at any time and anywhere. The competition between online merchants is becoming more and more fierce. In order to gain more market share in the competition, online merchants launch all kinds of promotional activities on the Internet, with the intention of attracting more consumers. Researchers believe that traditional promotions can promote consumers' impulse buying. Because of the convenience of online shopping, it is easier to stimulate consumers' impulsive purchase intention, and then produce purchase behavior. The purpose of business promotion is to maximize the effect of sales promotion. Therefore, this paper chooses to study consumers' impulsive purchase intention under internet promotion. Through the definition, classification, influencing factors of the relevant literature analysis of the existing impulsive buying behavior. Taking the impulsive purchase trait of consumers as the intermediary variable of network promotion and impulse purchase intention, taking network trust as the regulating variable, this paper puts forward the research model of this paper, and through the improvement of scholars' scale. The questionnaire of this study was designed. The data were processed by descriptive statistical analysis, correlation analysis and regression analysis using the statistical software SPSS. This paper tests the hypothesis based on the relevant theory and analysis. This paper makes an empirical analysis of the sample data. The conclusion is as follows: (1) Internet promotion can significantly affect consumers' impulsive purchase willingness; (2) impulsive purchase traits play an intermediary role in internet promotion and impulsive purchase intention; Finally, based on the conclusions of the study, several marketing management suggestions for e-commerce and online retailers are put forward. Careful selection of promotional strategies for product types; 2) to promote the promotion strategy, should be novel and unique, so that it can instantly attract the attention of consumers; Ecommerce and online retailers should make concerted efforts to improve the quality of goods and after-sales service to enhance consumers' online trust through the maintenance of websites, so that consumers have more desire to buy goods.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F713.55

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