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Alternative TitleOnline Impulse Buying: Website Characteristics, Emotion and Impulse Buying Tendency
Thesis Advisor陈毅文
Degree Grantor中国科学院研究生院
Place of Conferral北京
Degree Discipline心理学
Keyword冲动购买 在线购物 网站特性 情绪 冲动购买倾向
Abstract在人们日常生活的购买活动中, 冲动购买行为是一个常见且日趋普遍的现象。随着我国近十几年来互联网的蓬勃发展,网络购物已成为我国很多消费者的常选购物渠道。研究消费者的网上冲动购买行为就成为了一个重要议题。自从Rook在1987年对冲动购买的研究以来,冲动购买吸引了众多的研究者的关注,然而到目前为止,对于冲动购买的研究仍旧集中于传统线下冲动购买的研究,与线下冲动购买的大量文献相比,网络购物环境下对于冲动购买的研究并不多见。 本研究采用S-O-R的理论框架,主要探讨网站的视觉吸引力、网站易用性、消费者的冲动购买倾向、消费者的情绪对冲动购买意向和冲动购买行为的影响。本论文分为二个研究部分: 第一部分的研究通过问卷调查的方法对研究假设的变量之间的关系的总体框架进行检验,并初步确定在S-O-R为理论框架的模型里各变量对冲动购买意向和冲动购买行为的影响作用的大小。 第二部分的研究通过制作的虚拟购物网站进行网站特性自变量的操纵,并通过加入情绪量表的前测,将情境性的情绪变化与状态性的情绪进行区分,从而能更明确地考察购物网站作为网络购物环境的重要刺激因素,是否是因为通过引发消费者情绪的改变而影响消费者的冲动购买意向,探讨在线冲动购买的机制。 研究得出以下结论: (1)网站视觉吸引力对情绪反应有显著的正向影响作用,网站视觉吸引力越高,情绪的愉悦度越高。 (2)网站易用性对情绪反应有显著影响作用:网站易用性越高,情绪的愉悦度越高,网站易用性越高,情绪的唤醒度越低,网站易用性越高,情绪的支配度越高。 (3)情绪反应对冲动购买意向有显著正向的影响作用,愉悦情绪对冲动购买意向有正向的影响作用,唤醒情绪对冲动购买意向有负向的影响作用。 (4)冲动购买倾向对冲动购买意向和冲动购买行为有显著的正向影响作用,冲动购买倾向对冲动购买意向有显著的正向影响作用,冲动购买倾向对冲动购买行为有显著的正向影响作用。 (5)冲动购买意向对冲动购买行为有显著的正向影响作用。 (6)网站易用性能引发消费者情绪的改变:网站易用性越高,引发消费者情绪的愉悦度的正向改变;网站易用性越高,引发消费者情绪的唤醒度的正向改变。 (7)情绪的改变对冲动购买意向有影响作用:情绪的唤醒度的改变对冲动购买意向有负向的影响作用。 关键词: 冲动购买,在线购物,网站特性,情绪,冲动购买倾向
Other AbstractOnline Impulse Buying: Website Characteristics, Emotion and Impulse Buying Trait Abstract The impulse buying behavior is pervasive in everyday life. With the vigorous development of the last decade of the Internet, online shopping has become a very popular and common shopping ways for many Chinese consumers. And compared to traditional shopping, online impulse buying has become an important issue. Since Rook’s research in 1987, impulse buying has attracted the attention of many researchers, but so far, the research is still focused on traditional impulse buying, while the online impulse buying research’s amount is relatively small. The present study is based on the theoretical framework of S-O-R, the website visual appeal, website ease of use, consumer impulse buying tendency to affect buying impulse and impulse buying. The present thesis is divided into two study sections: the first part of the study is conducted as survey method to test, and initially identified in the S-O-R for the theoretical framework of the model variables impulse purchase intention and impulse buying behavior of the role. The second part of the study collected data by a simulated virtual shopping sites, and the situational changes in mood and emotional state which can more clearly examine shopping website as an important stimulus for online shopping environment. The conclusions of the present study are as followed. (1) Website visually appealing to emotions have a significant positive impact on emotion, while the higher visual appeal of the site, the higher the degree of emotional pleasure. (2) Website ease of use to have a significant positive impact on the emotional response. (3) Emotional response has a significant influence on buying impulse. (4) The impulse buying tendency has a significant positive impact effect on buying impulse and impulse buying behavior. (5) Buying impulse has a significant positive impact effect on impulse buying behavior. (6) Website ease of use can change consumer’s emotional state, it has a positive influence on consumer’s pleasure and arousal. (7) The change of emotional state has an influence on buying impulse: arousal has a negative impact on buying impulse. Key words: impulse buying, online purchase, website characteristics, emotion, impulse buying tendency 
Subject Area应用心理学
Document Type学位论文
Recommended Citation
GB/T 7714
陈曦. 在线冲动购买:网站特性、情绪和冲动购买倾向[D]. 北京. 中国科学院研究生院,2014.
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