产品稀缺效应对女性线上冲动购买意愿的影响研究

发布时间：2018-04-09 15:24

本文选题：产品稀缺效应　切入点：线上消费　出处：《华侨大学》2015年硕士论文

【摘要】：冲动购买现象在人们的日常生活中经常出现。随着人们生活水平的不断提升,冲动购买的消费人群越来越多,很多消费者都逐渐呈现冲动购买的意愿。越来越多的女性成为各行业的积极参与者,女性在社会生活中的作用日益突出。随着女性消费者购买能力的不断提升,新的消费增长点逐渐形成,并向网络消费转移。面对网络市场日益激烈的竞争,各网络商家都急于寻找竞争优势所在,通过采取新的网络营销手段来吸引网上消费者(尤其是女性)。为了获得更大的利润和市场占有率,商家们开始将目光投向了“线上营销”这种较为新兴的营销方式。近年来,关于产品稀缺效应对女性线上冲动购买意愿的研究很少;关于冲动购买意愿的研究主要集中在其特征、含义以及其影响因素上,而将女性线上消费和冲动购买意愿结合起来的研究甚少,实证研究更是缺乏。因此,本研究以女性消费群体为研究对象,在总结前人研究的基础上,将传统冲动购买的研究框架应用于线上购物,并结合产品稀缺效应的特点,提出了本研究的研究模型,试图通过对女性消费者情感感知价值的研究,提出产品稀缺效应对女性线上冲动购买意愿的作用,为产品稀缺效应的实际运用提供建议和指导。本研究论述了在网络环境背景下,产品稀缺效应对女性线上冲动购买意愿的研究背景和意义、研究目的和内容、研究方法和技术路线;在女性线上消费领域中,回顾相关文献并进行总结;本研究在前人有关情感感知价值的理论研究基础上,构建了产品稀缺效应与女性冲动购买意愿的关系模型,并引入了情感感知价值作为中介变量;最后,基于产品稀缺效应调查数据的回归分析结果,验证假设并修正模型。研究结果表明:产品稀缺效应与线上冲动购买意愿之间存在积极的正向关系;情感感知价值在产品稀缺效应与线上冲动购买意愿之间起到显著中介作用。基于实证研究的结论,本研究为网络商家实施有效线上营销策略提供了若干建议;同时讨论了本研究的局限性以及未来的研究方向。
[Abstract]:Impulse buying often occurs in people's daily life.With the improvement of people's living standard, more and more people buy impulsively.More and more women become active participants in various industries, and the role of women in social life is increasingly prominent.With the increasing purchasing power of female consumers, new consumption growth points are gradually formed and transferred to internet consumption.In order to gain more profit and market share, merchants began to look to the "online marketing", a relatively new marketing method.In recent years, there has been little research on the effect of product scarcity on women's online impulse purchase willingness, while the research on impulse purchase intention is mainly focused on its characteristics, meaning and influencing factors.However, there is little research on the combination of online consumption and impulse purchase intention, and empirical research is even less.Therefore, this research takes the female consumer group as the research object, on the basis of summarizing the previous research, applies the traditional impulse purchase research frame to the on-line shopping, and combines the characteristic of the product scarcity effect, puts forward the research model of this research.Through the research on the emotional perception value of female consumers, this paper puts forward the effect of product scarcity effect on women's online impulse purchase willingness, and provides suggestions and guidance for the practical application of product scarcity effect.This study discusses the research background and significance of product scarcity effect on women's online impulse purchase intention, research purpose and content, research methods and technical route under the background of network environment, in the field of women's online consumption, the research background and significance of product scarcity effect on women's online impulse purchase intention, the research purpose and content, the research method and the technical route;Finally, based on the results of regression analysis, the hypothesis is verified and the model is modified.The results show that there is a positive positive relationship between the product scarcity effect and the online impulse purchase intention, and the emotional perceived value plays a significant role in mediating between the product scarcity effect and the online impulse purchase intention.Based on the conclusions of empirical research, this study provides some suggestions for online merchants to implement effective online marketing strategies, and discusses the limitations of this study and the future research direction.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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