网络社会互动对消费者冲动购买行为的影响研究

发布时间：2018-04-23 10:37

本文选题：冲动购买 + 社会互动　；参考：《中国科学技术大学》2015年硕士论文

【摘要】：冲动性购买是一种非常普遍的消费现象,在人们的日常购买行为中它占有相当大的比例。根据有关数据显示,如今有70%的消费行为属于冲动性购买。对冲动购买的研究最早源于超市和零售店等传统购物环境,从21世纪开始,研究学者开始将重点转向网络环境下的冲动性购买影响因素和形成过程。网络购物由于其不限时空、搜索成本低廉和购物便利的特点,使得消费者在浏览购物网站时很容易产生冲动购买行为。研究表明网络环境中消费者的冲动购买倾向要明显高于传统零售环境下的冲动购买倾向。随着Web2.0技术的发展,消费者产生内容已成为网络购物的重要驱动因素。大量文献研究表明消费者的购买决策很大程度上受到自身与其他人的社会互动所影响。先前学者将网络社会互动分为两种：基于意见的社会互动和基于行为的社会互动；前者通常被认为是在线评论,后者则被认为是观察学习。然而,通过总结发现,先前研究都是针对消费者的计划性购买行为,鲜有文献研究社会互动对消费者冲动性购买行为的影响。有学者提出购物网站中其他消费者的评价信息和商品的大量购买数量可以唤起潜在消费者的好奇心,增加他们冲动购买的机率,这说明了社会互动信息很有可能促进消费者的冲动性购买,但目前很少有实证研究来探讨社会互动如何影响消费者的这一行为。本论文致力于上述研究空白,重点研究网络环境中社会互动信息对消费者冲动购买行为的影响,论文引用刺激-机体-反应理论和冲动购买整合模型,在此基础上构建了研究模型。具体来说,本文提出社会互动要素(如评论质量、来源可信度和观察学习)可以作为刺激变量影响消费者的感知有用性和积极情绪(机体),从而进一步影响他们的浏览行为、冲动购买欲望和实际冲动购买行为(反应)；模型也考虑自我控制这一认知变量在购买冲动和冲动购买行为之间所起的调节作用,更好的解释消费者冲动购买形成过程。本研究采取在线问卷调查的方式收集数据,选取三个中国非常流行的团购网站作为研究背景(淘宝聚划算、大众点评网和美团网),最终共收集了315份有效数据。对收集到的数据使用PLS3.0和SPSS17.0进行分析来检验模型提出的假设是否成立。数据分析结果显示,除了评论质量对积极情绪的正向作用不显著以外,其他所有的假设都得到了验证。研究结论表明：1)评论质量、来源可靠性和观察性学习正向影响消费者的感知有用性,来源可靠性和观察性学习正向影响消费者的积极情绪；2)消费者的感知有用性和积极情绪与他们的浏览行为有显著的正相关关系;3)积极情绪和浏览能显著影响冲动购买欲望,而冲动购买欲望最终会影响消费者的实际冲动购买行为；4)消费者的自我控制能力在冲动购买欲望和实际购买行为之间具有显著的调节作用。最后一章讨论了本研究所具有的理论价值。论文的研究结论有助于丰富S-O-R理论和冲动购买整合理论,并且加深了对社会互动信息作用的理解；认知变量(自我控制)的引入将有利于更好的解释和预测消费者的冲动性购买行为。同时,本研究也为团购网站的设计者和网络商家提供了一些建议；他们能通过设计有效的评论机制和奖励措施提高消费者评论信息的质量,通过建立在线社会网络提高评论来源的可靠性,并强调积极性观察学习信号等方法,有效利用网络社会互动对消费者冲动购买行为的激励作用。另外,本论文也指出了研究中存在的一些不足和未来的研究方向。
[Abstract]:Impulsive buying is a very common consumption phenomenon, it occupies a considerable proportion in people's daily purchase behavior. According to the data, 70% of the consumer behavior is impulsive. The research on impulse buying originated from the traditional shopping environment such as supermarkets and retail stores. Since twenty-first Century, researchers began to study. The emphasis will be on the influencing factors and the formation process of impulse buying under the network environment. Because of its non limited time and space, low cost and convenience of shopping, online shopping makes it easy for consumers to buy impulse buying behavior when browsing the shopping website. Impulse buying tendency in the traditional retail environment.
With the development of Web2.0 technology, consumer content has become an important driving factor for online shopping. A large number of literature studies show that consumers' purchasing decisions are greatly influenced by their social interaction with other people. Previous scholars have divided the social interaction into two types: social interaction based on opinions and behavior based behavior. Social interaction; the former is generally considered to be online reviews, and the latter is considered to be observation learning. However, the previous study has been found to be a planned purchase for consumers, and there is little literature to study the impact of social interaction on consumer impulse buying behavior. The number of purchases of information and goods can arouse the curiosity of potential consumers and increase the probability of their impulse buying, which indicates that social interaction information is likely to promote impulse buying by consumers, but there are few empirical studies to explore how social interaction affects consumers' behavior.
This paper is devoted to the research blank, focusing on the impact of social interaction information on consumer impulse buying behavior in the network environment. The thesis cites the stimulus organism response theory and impulsive purchase integration model. On this basis, the paper constructs a research model. Specifically, this paper puts forward the social interaction elements (such as the quality of comments and the credibility of the sources. Degree and Observation Learning) can affect consumers' perceived usefulness and positive emotions as stimulus variables, which further affect their browsing behavior, impulse buying desire and real impulse buying behavior, and the model also considers the tune between the cognitive change of self control and the purchase of impulse and impulse buying behavior. It helps to explain the formation process of impulse buying.
This study collected data from the online questionnaire survey, selected three popular group buying websites in China as research background (Taobao Juhuasuan, Volkswagen review network and American group network), and finally collected 315 valid data. The data collected by PLS3.0 and SPSS17.0 were analyzed to test the hypothesis of the model. The results of data analysis show that all hypotheses have been verified in addition to the negative positive positive effects of review quality on positive emotions. The results show that: 1) review quality, source reliability and observer learning are affecting consumers' perceived usefulness, source reliability and observer learning are affecting consumer product. Extreme emotion; 2) the perceived usefulness and positive emotions of consumers have a significant positive correlation with their browsing behavior; 3) positive emotion and browsing can significantly affect impulse buying desire, and impulse buying desire ultimately affects consumer's real impulse buying behavior; and 4) the self control ability of the consumer is on impulse buying desire and reality. There is a significant adjustment between purchasing behavior.
The final chapter discusses the theoretical value of this study. The conclusion of this paper will help to enrich the theory of S-O-R and impulsive purchase integration, and deepen the understanding of the role of social interaction information; the introduction of cognitive variables (self control) will help to better explain and predict the impulse buying behavior of consumers. The research also provides some suggestions for the designer and network merchants of the group buying websites; they can improve the quality of the consumer comments information by designing effective review mechanisms and incentives, improving the reliability of the review sources by building online social networks, and emphasizing the positive observation of learning signals and other methods to effectively use the Internet society. In addition, this paper also points out some shortcomings and future research directions in the study.

【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

【共引文献】