基于感知风险的心流体验对在线冲动购买的影响研究

发布时间：2018-01-16 21:05

  本文关键词：基于感知风险的心流体验对在线冲动购买的影响研究　出处：《西北大学》2017年硕士论文　论文类型：学位论文

  更多相关文章： 心流体验 冲动购买 感知风险

【摘要】：线上商家为消费者提供网络购物服务,并试图创造一个方便安全的购物环境以实现消费者的购物目标,从而达到商家自身的目的。在网络购物情境下,消费者既是互联网的使用者,同时也是网络服务的体验者。心流体验作为最优体验,可以用于体验研究和消费者行为分析中。现有研究已证实心流体验可以被用来解释网络环境中的消费者行为,但是心流体验如何影响特定的在线消费行为的研究还并不充分。本文结合我国的网络购物环境以及消费者特征,选取有网络购物经验的在线消费者为研究对象,旨在探讨心流体验与冲动性购买行为的关系,以及消费者感知风险在这一关系中的调节作用。进行了基于问卷调查法的实证分析,研究结果表明,第一,心流体验的三个维度(感知控制、专注和愉悦)均与冲动性购买行为正相关,即进入心流体验的消费者容易发生冲动购买;第二,感知风险在心流体验的感知控制维度和专注维度与冲动性购买行为之间具有负向调节作用,在心流体验的愉悦维度与冲动性购买行为之间不具有调节作用,即感知风险越强,感知控制、专注与冲动购买的关系越弱,而对于愉悦与冲动购买的关系无影响。根据实证结果,对结论进行分析及讨论,并在此基础上提出未来的研究方向。
[Abstract]:Online merchants to provide consumers with online shopping service, and try to create a safe and convenient shopping environment for consumers shopping, so as to achieve the purpose of their own businesses. In the online shopping context, the consumer is not only the Internet users, and network service experience. Flow experience is the best experience, can be used to analyze the experience research and consumer behavior. The existing researches have proved that the flow experience can be used to explain consumer behavior in the network environment, but the heart of online consumer behavior how to affect the flow of specific experience is not sufficient. This combination of online shopping environment in China and the characteristics of consumers, select online shopping experience online consumers as the research object and the purpose is to explore the relationship between flow experience and impulse buying behavior, and perceived risks in this relationship adjustment Section. To conduct the empirical analysis of questionnaire based on the results of the study show that, first, the three dimensions of flow experience (perceived control, attention and pleasure) and impulsive buying behavior are positively correlated, that is to flow experience of consumers are prone to impulse buying; second, the perceived risk between the control dimension and focus the dimensions and impulsive buying behavior in the flow experience perception has a negative moderating effect, between the pleasure dimension and impulsive flow experience buying behavior does not have a regulatory role, namely perceived risk more strong, perceived control, relationship between attention and impulse buying more weak, and the relationship between pleasure and impulse buying influence. According to the empirical results, the results are analyzed and discussed, and put forward the direction of future research.

【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6
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本文编号：1434801