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网站特性对消费者在线冲动购买的影响
Alternative TitleThe effect of website characteristics on online impulse buying
刘彤1,2; 陈曦1,2; 陈毅文1,2
First Author刘彤
2017
Source Publication浙江大学学报(理学版)
Correspondent Emailchenyw@ psych, ac, cn.
ISSN1008-9497
Subtype期刊论文
Volume44Issue:3Pages:369-378
Contribution Rank1
Abstract

基于不同行业和地区319名有网络购物经验消费者的问卷调查数据和S-O-R理论,研究了网站的视觉吸引力及易用性对情绪和冲动购买的影响.结果发现:1)网站的视觉吸引力和易用性正向预测情绪的愉悦和唤醒度;2)愉悦正向预测冲动购买并调节唤醒与冲动购买的关系,愉悦度越高,冲动购买越多;在愉悦的情况下,唤醒度越高,冲动购买越多;在不愉悦的情况下,唤醒度越高,冲动购买越少;3)网站的视觉吸引力和易用性通过愉悦的中介作用影响冲动购买.通过模拟购物网站204名有网络购物经验女性的研究数据,验证了上述结果的稳定性.研究结果提示:网站特性在在线冲动购买中起重要作用,商家可以通过提升网站页面(如美观度和导航便利度等)促进网络销售. 

Other Abstract

Based on the questionnaire survey of 319 o consumers of different professions from different regions and the stimulusvorganisrrrresponse(S-(}R) theory, we investigated the effect of visual attractive and case of use of the website on emotion and impulse buying.  Results show that; 1)丁he visual attractive and case of use positively predict the pleasure and arousal of consumer emotion. 2) Pleasure positively predicts impulse buying and moderates the effect of arousal on impulse buying.  Under high pleasure,  arousal positively predicts impulse buying,  while under low pleasure,  arousal negatively predicts impulse buying. 3) Visual attractive and case of use of the website affect impulse buying through the mediation of pleasure.丁he experimental data of 20} females' online shopping on a fictitious shopping website verify the above results. Our study suggests that the visual attractive and case of use play an important role in impulse buying, which provides useful hints to }rctailcrs.

Keyword冲动购买 在线购物 网站特性 情绪
Subject Area网络心理学
DOI10. 3785/j. issn. 1008-9497. 2017. 03. 019
URL查看原文
Indexed ByCSCD
Language中文
Project Intro.国家自然科学基金资助项目(71171188);
CSCD IDCSCD:5996297
Citation statistics
Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/21560
Collection社会与工程心理学研究室
Corresponding Author陈毅文
Affiliation1.中国科学院心理研究所行为科学重点实验室
2.中国科学院大学
First Author AffilicationInstitute of Psychology, Chinese Academy of Sciences
Corresponding Author AffilicationInstitute of Psychology, Chinese Academy of Sciences
Recommended Citation
GB/T 7714
刘彤,陈曦,陈毅文. 网站特性对消费者在线冲动购买的影响[J]. 浙江大学学报(理学版),2017,44(3):369-378.
APA 刘彤,陈曦,&陈毅文.(2017).网站特性对消费者在线冲动购买的影响.浙江大学学报(理学版),44(3),369-378.
MLA 刘彤,et al."网站特性对消费者在线冲动购买的影响".浙江大学学报(理学版) 44.3(2017):369-378.
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