自我控制资源对网络冲动购买影响的研究

发布时间：2018-02-27 09:16

本文关键词： 自我控制资源 CIFE理论网络冲动购买冲动购买特质　出处：《云南师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：现今，网络已经成为人们生活中不可或缺的一部分。伴随着网络的普及和技术性、安全性的不断提高，以互联网为媒介的网络购物发展迅速，网络购物的市场增长势头迅猛，在这样的潜移默化下，人们的购买行为越来越多的由传统的实体购物转移到了以互联网为背景的网络购物。冲动购买行为是现今人们生活中较为普遍的行为。由于人们的大部分购买行为都属于冲动购买行为，因此这一现象早已引起了学者们的关注。自二十世纪五十年代起，就有学者对冲动购买行为进行研究，同时这些研究基本上都属于对传统的实体店购物的研究。伴随着互联网技术的快速发展，很多学者把注意力转移到了网络环境下的冲动购买行为，对网络冲动购买行为进行了大量的研究。自我控制是人类适应社会，得以正常生活的重要功能之一。研究者们对于自我控制领域的研究也有很多，他们指出，人们实现自我控制需要依靠自我控制资源。实际上，自我控制资源是有限的，这也意味着人的自制力是有限的。当自我控制资源消耗严重时，个体的自我控制能力就会减弱，同时情绪、认知评价和行为方面都会变得不和谐。现今，对于冲动购买来说，国内的研究者采用的方法基本上是问卷调查法等方法，这种自我报告的方法在存在着一定的局限性，因为它并不能对直接地验证实体店或网络环境中冲动购买行为的影响机制。本研究采用实验法来验证网络冲动购买行为，可以对冲动购买进行深入探讨研究。通过查阅国内外的相关文献，关于冲动购买理论中比较有代表性的是CIFE理论。对于网络冲动购买的研究，现在国内研究者大部分以刺激冲动购买的外部环境、商品和文化等其他因素作为探讨的对象。而关于冲动购买行为的影响机制方面，研究者们更多地是进行相关理论研究和总结国外相关文献，实证研究则很少。本研究使用CIFE理论框架，来探讨在有计划的购买情境下，自我控制资源对于网络冲动购买影响的研究。本研究运用实验法，深入探讨了自我控制资源对网络冲动购买的影响。本研究的实验探讨了在有计划的购买情境下，自我控制资源的消耗会影响接下来的网购行为，而且笔者也以冲动购买特质作为该实验的自变量，验证了冲动购买特质和自我控制资源对网络冲动购买行为的交互影响作用。实验结果表明，自我控制资源的消耗促进了网购中的冲动购买行为，，同时，冲动购买特质与自我控制资源对网络冲动购买行为产生了交互的影响。
[Abstract]:Today, the network has become an indispensable part of people's life. With the popularity of network and technology, security continues to improve, the Internet as a medium of the rapid development of online shopping, online shopping market growth momentum, in such a subtle, people buy more and more from the traditional shopping transfer to the Internet as the background of the network shopping.
Impulse buying behavior is a common behavior in people's present life. Because most of the people buying behavior are impulse buying behavior, so this phenomenon has already aroused the attention of scholars. Since 1950s, some scholars research on impulse buying behavior research, and these studies basically belong to the traditional physical stores shopping. With the rapid development of Internet technology, many scholars focus on the network environment of network impulse buying behavior, impulse buying behavior was studied.
Self control is one of the important functions of human adaptation to society, to a normal life. The researchers for the study of self control field also has a lot of people, they pointed out that the realization of self control relies on self control resource. In fact, self control resource is limited, which means of self-control is limited when the self. Control of resource consumption and serious weakening of self-control and individual emotional, cognitive and behavioral evaluation will become discordant.
Today, the impulse buying, using the method of domestic researchers is basically the questionnaire method, the method of self report in there are some limitations, because it does not directly verify the store or in the network environment the influence mechanism of impulse buying behavior. This research adopts experimental method verification of network impulse buying behavior, the impulse buying of further research.
Through the relevant literature at home and abroad, the theory about impulse buying is more representative of the CIFE theory. The research of network impulse buying, now most domestic researchers to stimulate impulse buying in the external environment, commodity and culture and other factors as the research object. The influence mechanism about impulse buying behavior. The researchers are more related research and summarizing relevant literatures, empirical research is rarely. This study uses the CIFE framework to discuss the planned purchase situation, self control resource for the study of network influence of impulse buying.
This study used experimental method, in-depth study of the self control resource impulse buying influence on the Internet. This study discusses the planned purchase situation, self control resource consumption will affect the online shopping behavior of the next, and the author also to impulsive buying trait for the experimental variable, verify the impulsive buying trait self control of network resources and impulse buying behavior interaction. The experimental results show that the self control resource consumption to promote online shopping in the impulse buying behavior, at the same time, impulse buying trait and self control resource buying behavior interaction effects on network impulse.

【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B848

【参考文献】