线上冲动性购买对消费者满意度影响研究

发布时间：2018-03-11 18:26

本文选题：线上冲动性购买　切入点：消费者满意度　出处：《南京理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：冲动性购买是一种非常普遍的消费行为,对这一行为的研究已有近70年的历史。近年来,由于技术的进步与消费观念的转变,冲动性购买在我国已非常普遍。现有研究主要基于传统零售环境,且大多是对"购前行为"的研究。仅有少量学者探讨了冲动性购买后的问题。然而购物网站除了要重视引发冲动性购买的因素,还应考虑冲动性购买后的行为与态度,尤其是购买后的满意度水平。满意度是影响消费者再购意愿的最主要的因素,提高满意度可以增加企业利润、扩大市场占有率。对网店来说,满意度显得格外重要,顾客的满意度水平直接导致其对网店和商品的评价,而好评率是网店生存的根本。为此,本文从网购环境下冲动性购买后满意度视角出发,探讨了个体特征对线上冲动性购买的影响、线上冲动性购买是否能够通过失验来影响消费者满意度以及在这一过程中社会比较倾向可能存在的调节作用。研究表明,线上冲动性购买对失验和消费者满意度有显著的负向影响,并且社会比较倾向正向调节线上冲动性购买与失验间的关系,失验在线上冲动性购买对消费者满意度的影响中起部分中介作用。希望这些结论能够对购物网站和网店的经营具有指导价值。
[Abstract]:Impulse buying is a very common consumption behavior, which has been studied for nearly 70 years. In recent years, due to the development of technology and the change of consumption concept, Impulse buying has become very common in China. The existing research is mainly based on the traditional retail environment, Only a few scholars have explored the problem after impulsive purchase. However, shopping websites should not only pay attention to the factors that lead to impulsive purchase, but also consider the behavior and attitude after impulsive purchase. Especially the level of satisfaction after purchase. Satisfaction is the most important factor that affects consumers' willingness to repurchase. Increasing satisfaction can increase the profits of enterprises and expand the market share. The level of customer satisfaction directly leads to the evaluation of online stores and commodities, and the high praise rate is the root of the survival of online stores. Therefore, this paper starts from the perspective of satisfaction after impulsive purchase in the online shopping environment. This paper discusses the influence of individual characteristics on online impulsive purchase, whether online impulsive purchase can influence consumer satisfaction through loss of experience, and the possible regulatory role of social comparative tendency in this process. The online impulsive purchase has a significant negative effect on loss and consumer satisfaction, and social comparison tends to positively regulate the relationship between online impulsive purchase and failure. It is hoped that these conclusions will be of guiding value to the management of shopping websites and online stores.
【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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