电子类创新产品的冲动性购买影响研究

发布时间：2018-01-15 16:20

本文关键词：电子类创新产品的冲动性购买影响研究　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：冲动性购买具有普遍性和复杂性,几十年来一直是学界和业界关注的热点问题。创新产品的市场推广是营销关注的重点,如何由推出到被消费者广为接受,是个重要而又有趣的议题,因此有必要研究消费者对创新产品的冲动性购买,并发现冲动性购买深层次的影响效应,尤其是消费者所处的社会群体对其冲动性购买意愿的影响。本文从产品视角和消费者视角来研究电子类创新产品的冲动性购买。一、从产品创新类型来研究其对冲动性购买的影响,并从感知风险和人际影响角度来探究它们所起的调节作用;二、从消费者创新性研究其对冲动性购买的影响,并从独特性需求和人际影响角度来探究它们所起的调节作用。产品视角的研究结果表明,外观创新、功能创新、象征创新正向影响冲动性购买意愿,操作创新未对冲动性购买意愿起显著影响;象征创新对冲动性购买意愿的影响最大,功能创新次之;感知绩效风险、心理风险、社交风险对创新类型和冲动性购买意愿的关系起负向调节作用;人际影响的调节效应中,规范性影响显著提高创新类型对冲动性购买意愿的影响,信息性影响未起到调节作用。消费者视角的研究结果表明,消费者创新性对创新产品具有显著的冲动性购买意愿,促使冲动性购买发生;独特性需求对消费者创新性和冲动性购买意愿关系的调节效应显示,创造性选择起到了正向调节作用,而非主流选择与回避相似性未起到调节作用;人际影响的调节效应显示,规范性影响提高了消费者创新性对冲动性购买意愿的影响,而信息性影响没有起到调节作用。创新类型和消费者创新性都会对冲动性购买产生影响,因此对于创新企业而言,如果在创新类型上多做创新努力,有效发掘或引导消费者创新性,可以有效提高消费者的购买热情和冲动性购买。另外,感知风险、独特性需求、人际影响都会调节消费者对创新产品的冲动性购买,因此消除消费者对创新产品的感知风险,提高产品附加值,创造群体冲动性购买的氛围等也是有效提高消费者进行冲动性购买的策略。
[Abstract]:Impulse buying the universality and complexity of decades in academia and industry is the focus of attention. Innovative products in the market is the focus of marketing concern, how to be launched by consumer acceptance is an important and interesting issue, so it is necessary to study the consumers buy on impulse innovative products and, that impulse buying deep impact effect, especially the consumers of social groups to affect impulse buying intention. This paper from the product perspective and the consumer perspective to study the electronic product innovation impulse buying. First, to study its effect on the impulse buying from the type of product innovation. From the risk perception and interpersonal influence perspective to explore the regulatory role; two, to study its effect on the impulse buying from consumer innovation, and from the unique needs and interpersonal influence angle To explore effect of them. The results show that from the perspective of research on product appearance, innovation, function innovation, symbol of innovation positive influence impulse buying intention, the operation innovation does not on impulse buying intention has significant effect on impulse buying; symbol of innovation of the greatest influence, the function of innovation; perceived performance risk psychological risk, social risk, the relationship between the innovation type and impulse buying intention from the negative regulation; regulatory effect of interpersonal influence and normative influence significantly improve the innovation on impulse buying intention influence information influence did not play a regulatory role. The research results show that the perspective of consumers, consumer innovation impulsive purchase intention significantly for innovative products, promote impulse buying; show the moderating effect of the unique needs of consumers purchase intention and impulse of innovation , creative selection plays a positive regulatory role, while non mainstream selection and avoidance of similarity did not play a regulatory role; show the moderating effect of interpersonal influence and normative influence improve the effect of consumer innovativeness on impulse buying intention, while the information influence did not play a regulating role of innovation type and consumer innovation. Will have an impact on impulse buying, so for the innovation of the enterprise, if do more innovation efforts in innovation, explore or guide consumer innovation, can effectively improve the consumer buying enthusiasm and impulsive buying. In addition, perceived risk, unique needs, interpersonal influence will regulate consumers to buy on impulse innovative products, innovative products for consumers to eliminate perceived risk, improve the added value of the products, create a group of impulsive buying atmosphere is effectively improved by consumers An impulsive purchase strategy.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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