在线消费者冲动购物行为

发布时间：2021-01-02 03:07

　　冲动购买作为一种特殊的现象,得到了市场研究人员、心理学家、市场管理人员、政策制定者等的广泛关注,并在线下进行了大规模研究。有初步证据表明,冲动购买在网络环境下非常普遍。随着电子商务的迅猛发展,在网络环境下研究冲动购买既是需求也是机遇。冲动购买时,消费者体验到一种突然的、习惯性的强烈且极其渴望购买商品的冲动。线上冲动购买已经引起越来越多的学科领域关注。作为一种无计划的购买决定,线上冲动购买受到很多因素影响,如:享乐主义,实用主义,网站质量,主观实用性,主观易用性,商品外表,稀缺性和偶然性等。这些都促进了在线冲动购买。本文的目的是研究网站质量,信用卡的使用,促销活动,享乐和实用主义,主观实用性,主观易用性,稀缺性和偶然性对于线上冲动购买的影响。此外,我们调查了促销活动和信用卡在网站质量和线上冲动购买关系中的适度影响作用。享乐购物价值的五个维度,包括社交式购物、探索式购物、理念式购物、价值式购物、放松式购物,在两种情景因素（稀缺性和偶然性）和中国社交商务环境中的线上冲动购买关系中有适度影响作用。在线单独调查了来自中国四个大城市——北京、上海、天津、南京——的2000名线上购物者。采用随机抽样... 

【文章来源】：北京邮电大学北京市 211工程院校 教育部直属院校

【文章页数】：142 页

【学位级别】：博士

【文章目录】：
摘要
ABSTRACT
Chapter 1 Introduction
    1.1 Background
    1.2 Motivation
    1.3 Research Objectives
    1.4 Research Questions
    1.5 Significance of the study
    1.6 Contributions of the study:
        1.6.1 Major Contribution of dissertation in terms of publications
    1.7 Research Contents and Dissertation Structure
Chapter 2 Literature Review
    2.1 Introduction:
    2.2 Impulse Buying Behavior
        2.2.1 Definition of Impulsive Buying
        2.2.2 Types of Impulse Buying
    2.3 Online Impulse Buying
    2.4 Website Quality
    2.5 Sales Promotion
    2.6 Use of Credit Card
    2.7 Shopping Values
    2.8 Scarcity
    2.9 Serendipity Information
    2.10 Technology Acceptance Model
    2.11 A taxonomy structure of online impulse buying variables
        2.11.1 Online impulse buying stimulus
        2.11.2 Online Impulse buying organism and response
    2.12 Summary
Chapter 3 Hypotheses Development and Research Framework
    3.1 Introduction
    3.2 Hypotheses Development and Determinants of OIBB
        3.2.1 Website Quality
        3.2.2 Sales Promotion
        3.2.3 Use of Credit Card
        3.2.4 Hedonic and Utilitarian motivation
        3.2.5 Perceived Usefulness
        3.2.6 Perceived Ease of Use
        3.2.7 Scarcity
        3.2.8 Serendipity
        3.2.9 Social Shopping
        3.2.10 Adventure Shopping
        3.2.11 Value Shopping
        3.2.12 Relaxation Shopping
        3.2.13 Idea Shopping
    3.3 Summary
Chapter 4 Website Quality and Online Impulse Buying Behavior
    4.1 Introduction
    4.2 Research Design and Methodology
        4.2.1 Procedure
        4.2.2 Measurement of Variables
    4.3 Data Analysis and Results
        4.3.1 Hypotheses Testing Results
        4.3.2 Robustness Check Using Respondents' Demographics as Control Variables
    4.4 Discussions
    4.5 Summary
Chapter 5 Online Impulse Shopping on "Double Eleven" Shopping Festival
    5.1 Introduction
    5.2 Research Methods
（study one）">        5.2.1 Questionnaire,（study one）

        5.2.2 Measures of Independent, dependent and moderator Variables
（Study two）">    5.3 Interview,^{（Study two）}

    5.4 Results and Hypotheses Testing
        5.4.1 Missing Value Treatment
        5.4.2 Multicollinearity Issue
        5.4.3 Common Method Variance and Non-Response Bias
        5.4.4 Structure Model Results
（Study two）">    5.5 Results and Discussions^{（Study two）}

    5.6 Discussion
    5.7 Summary
Chapter 6 Chinese Social Commerce Environment
    6.1 Introduction
    6.2 Research Methodology
        6.2.1 Measurements of Exogenous and Endogenous variables
        6.2.2 Analysis Techniques
    6.3 Measurement Model
    6.4 Results and Findings
        6.4.1 EFA and CFA
        6.4.2 CFA
        6.4.3 Reliability and Convergent Validity
        6.4.4 Discriminant Validity
        6.4.5 Common Bias Method
    6.5 Results of Hypotheses Testing
        6.5.1 The Results of Moderating effects
    6.6 Discussion with Results
    6.7 Summary
Chapter 7 Implications, Limitations, Future Recommendations and Conclusion
    7.1 Implications for Online Retailers Marketing Managers and Web Developers
    7.2 Limitations and Future Directions
    7.3 Conclusion
References
Acknowledgements
Dedication
Appendix
List of Publications
Achievements



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