电商购物节促销对大学生冲动性购买行为的影响研究

发布时间：2018-11-27 15:59

【摘要】：随着互联网的迅速发展,网络购物这种消费方式逐渐普及。中国网络零售市场的交易规模不断扩大,于是以各种形式的促销带来不断攀高的网络零售销量似乎已经成为常态,天猫“双十一”购物狂欢节、京东6·18店庆等电商购物节应运而生。大学生是网络购物的一个主要消费群体,很多大学生在电商购物节促销活动的刺激下发生冲动性购买。本文通过访谈及文献梳理,确立了本文所要研究电商购物节的四种促销方式,分别是红包/购物券发放、满额促销、限时/限量购买、运费优惠,并且根据S-O-R理论,引入感知价值作为中介变量,建立了电商购物节促销与冲动性购买行为的研究模型,并提出研究假设。通过网络问卷调查进行数据的收集,利用SPSS19.0对数据进行描述性统计分析、信度和效度分析、相关分析和回归分析,得出红包/购物券发放、满额促销、限时/限量购买对冲动性购买行为有显著的正向影响,而运费优惠对冲动性购买行为无显著影响;感知价值在红包/购物券发放、满额促销、限时/限量购买与冲动性购买行为中起中介作用,最后根据研究结论对电商购物节促销提出了建议。
[Abstract]:With the rapid development of the Internet, online shopping is becoming more and more popular. The scale of transactions in China's online retail market continues to expand, so it seems that increasing online retail sales with various forms of promotion have become the norm. Tmall's "double Eleven" shopping carnival, JingDong 6 18 shop celebration and other e-commerce shopping festival came into being. College students are one of the main consumers of online shopping. Many college students purchase impulsively under the stimulation of e-commerce shopping festival. In this paper, through interviews and literature review, we have established four promotion methods to be studied in this paper, namely, red envelope / shopping voucher distribution, full sales promotion, limited / limited purchase, freight discount, and according to S-O-R theory, By introducing perceived value as an intermediary variable, this paper establishes a research model of shopping season promotion and impulsive purchase behavior in e-commerce, and puts forward the research hypotheses. Through the network questionnaire survey data collection, use SPSS19.0 to carry on the descriptive statistical analysis, the reliability and the validity analysis, the correlation analysis and the regression analysis to the data, obtains the red envelope / the shopping voucher to issue, the full volume promotion, Limited / limited purchase had a significant positive effect on impulse purchase behavior, while freight discount had no significant effect on impulse purchase behavior. Perceived value plays an intermediary role in the distribution of red envelopes / coupons, full sales promotion, limited / limited purchase and impulsive buying behavior. Finally, suggestions are made on the promotion of e-commerce shopping festival according to the conclusion of the study.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

【参考文献】