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Alternative Titlelmpact of F1ow Expariance and Perceived Transaction Value on Online Impulse Buying Behavior-Mediated by Positive Affect, Moderated by Shopping Motivation
Thesis Advisor陈毅文
Degree Grantor中国科学院大学
Place of Conferral中国科学院心理研究所
Degree Name理学硕士
Degree Discipline应用心理学
Keyword心流体验 感知交易价值 积极情感 购物动机 冲动购买行为




Other Abstract

With the rapid development of e-commerce and online retailing in China, consumers' online buying behavior has drawn a wider attention from the researchers. The research framework under the traditional shopping scenario could provide limited reference for the study of online buying behavior, because consumers' emotion, cognitive, decision-making process and purchase behavior in the virtual environment are different from the physical store, so the development of a research framework particularly for online shopping has a theoretical and practical meaning.

Researchers point out that flow experience influenced by the stimulus from network environment, consumer's intrinsic motivation and affect are important factors that facilitate the impulse buying behavior. In addition, the consumer's perceived value in the virtual environment has a considerable impact on the purchase decision making. This research aimed to study the relationship between flow experience, perceived transaction value and impulse buying behavior, as well as the effect of positive affect and shopping motivations, based on the study of impulse buying bchavior by previous researchers. Questionnaires were collected and hierarchical regression, bootstrapping method are used to testify the hypothesis. The results indicate that: 1) flow experience and perceived transaction value have positive impact on impulse buying behavior; 2) positive affect mediates the positive relationship between flow experience, perceived transaction value and impulse buying behavior, and has direct impact on impulse buying behavior; 3) the positive relationship between positive affect and impulse buying behavior is moderated by hcdonic shopping motivation; 4) the moderate effect of utilitarian shopping motivation on positive affect and impulse buying behavior is not significant.

This study test and verify the antecedent variables of impulse behavior and relationship between them. The research contributed to enrich: the conclusions of the arcs and provide references of marketing strategy to e-commerce companies.

Document Type学位论文
Recommended Citation
GB/T 7714
魏文姬. 心流体验、感知交易价值对在线冲动购买行为影响研究一积极情感的中介和购物动机的调节作用[D]. 中国科学院心理研究所. 中国科学院大学,2017.
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