限时促销情境下时间压力与价格折扣方式对在线冲动购买的影响研究

发布时间：2018-05-11 13:18

本文选题：在线冲动购买 + 限时促销　；参考：《太原理工大学》2017年硕士论文

【摘要】：随着电商平台的日臻完善与电商产品的日益全面,在线购买成为人们生活中不可或缺的一部分。2016年天猫“双十一”当天交易额超过1207.48亿元,由此可看出在线购买的火爆程度与其巨大的经济潜力。在电子商务环境中,由于购物的便捷化与线上刺激手段的多样化等原因,消费者的在线冲动消费愈加普遍。同时,网络商家为了使其产品占据较大的市场份额并获得利润,网络市场竞争也日渐激烈,消费者的在线冲动购买也成为其竞争目标。因此,网络商家或企业近年来以层出不穷的促销手段来刺激消费者的在线冲动购买,限时促销即为其中一种。那么,网络商家或企业利用限时促销的手段刺激消费者在线冲动购买是否会奏效?其作用机理如何?因此,本文通过情境实验探究限时促销情境下时间压力与价格折扣方式对消费者在线冲动购买的影响机理,从而为网络商家或企业提出针对性的实践建议。本文在分析梳理已有研究的基础上,从限时促销的两大特征(时间限制与物质激励)出发,探究限时促销情境下时间压力(时间限制)与价格折扣方式(物质激励)对消费者在线冲动购买的影响及二者间的交互效应。随后引入调节聚焦理论,探索消费者自身调节聚焦倾向对其在线冲动购买的影响,并结合时间压力、价格折扣方式与消费者调节聚焦倾向形成一个消费者外部因素与内部因素整合的研究视角,构建三者对在线冲动购买影响的理论模型。本文采用情境实验法收集相关数据,得到的结论有:(1)时间压力对消费者在线冲动购买程度的主效应不显著,即在时间压力大与时间压力小两种情况下,消费者在线冲动购买程度无明显差异;(2)价格折扣方式主效应显著,与满减相比,在直接打折的情况下消费者在线冲动购买程度更高;(3)价格折扣方式调节时间压力对消费者在线冲动购买的影响作用;(4)与防御聚焦倾向消费者相比,促进聚焦倾向消费者具有更高的在线冲动购买程度;(5)消费者调节聚焦倾向调节时间压力对其在线冲动购买行为的影响作用;(6)消费者调节聚焦倾向并未调节价格折扣方式对其在线冲动购买的影响作用;(7)消费者的调节聚焦倾向调节时间压力与价格折扣方式对其在线冲动购买的影响作用。本研究结合时间压力、价格折扣方式与消费者调节聚焦倾向形成了一个整合的研究视角,针对限时促销中的时间压力与价格折扣方式对在线冲动购买的影响及消费者自身调节聚焦倾向的影响作用提出研究的框架模型,运用方差分析的方法对其作用机理进行分析,在此基础上为网络商家或企业指明优化促销方案、促进消费者冲动购买并提升企业绩效的途径。
[Abstract]:With the improvement of e-commerce platform and the increasingly comprehensive e-commerce products, online purchase has become an indispensable part of people's lives. The turnover of Tmall "double Day" in 2016 exceeded 120.748 billion yuan. From this you can see the popularity of online purchases and its huge economic potential. In the electronic commerce environment, due to the convenience of shopping and the diversification of online stimulus, consumers' online impulse consumption becomes more and more common. At the same time, in order to make its products occupy a large market share and gain profits, the online market competition is becoming more and more fierce, and consumers' online impulse purchase has become the competition target. Therefore, in recent years, network merchants or enterprises to promote the promotion means to stimulate consumers to buy online impulse, time-limited promotion is one of them. So will online merchants or businesses use time-limited promotions to stimulate consumers' online impulsive purchases? What is its mechanism? Therefore, this paper explores the influence mechanism of time pressure and price discount on consumers' online impulse purchase through situational experiments, and puts forward some practical suggestions for online merchants or enterprises. On the basis of analyzing and combing the existing research, this paper starts from the two characteristics of time-limited promotion (time limit and material incentive). This paper explores the influence of time pressure (time limit) and price discount (material incentive) on consumers' online impulse purchase under the situation of time limited promotion. Then the theory of regulating focus is introduced to explore the influence of consumers' self-regulation focusing tendency on their online impulse purchase, and combined with time pressure. The way of price discount and the tendency of consumer adjustment focus form a research angle of the integration of external and internal factors of consumers, and construct the theoretical model of the influence of these three factors on online impulse purchase. In this paper, using the situational experiment method to collect relevant data, the conclusion is: 1) the main effect of time pressure on consumers' online impulse purchase degree is not significant, that is, in the case of high time pressure and low time pressure, the main effect of time pressure on consumers' online impulse purchase degree is not significant. There was no significant difference in the degree of online impulse purchase between consumers. (2) the main effect of price discount was significant, compared with the full reduction. In the case of direct discounting, consumers have a higher degree of online impulse buying.) the price discount way adjusts the effect of time pressure on consumers' online impulse buying. Promote focus consumers have a higher online impulse buying degree (5) consumers adjust focusing tendency to adjust the effect of time pressure on their online impulse buying behavior The effect of clasping mode on online impulse purchase (7) the effect of consumers' adjustment and focus tendency to adjust time pressure and price discount on their online impulse purchase. This study combines time pressure, price discount and consumer adjustment focusing tendency to form an integrated research perspective. According to the influence of time pressure and price discount on online impulse purchase and the influence of consumers' self-regulation and focusing tendency, this paper puts forward a framework model, and analyzes its mechanism by means of variance analysis. On this basis, it points out the way to optimize the promotion scheme for the online merchants and enterprises, promote the consumers to purchase impulsively and improve the performance of the enterprises.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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