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冲动性购买一直是营销学中关注的重点问题。随着网络购物的兴起,网络冲动性购买现象日趋严重。而相关文献很少在网络环境中,对冲动性购买行为进行讨论。本文旨在探讨产品类型和时间压力对消费者网络冲动性购买倾向的影响,这在国内营销学界属于一个比较新颖的课题。本研究采用实验的方法,从产品类型和时间压力出发探讨影响消费者的网络冲动性购买倾向。研究结果显示,低卷入—情感型产品更能够激发消费者的网络冲动性购买倾向。同时,时间压力与产品类型存在显著的交互作用,即在高时间压力情况下,低卷入—情感型产品对消费者网络冲动性购买倾向的提升更为显著。
Impulsive buying has always been a key issue in marketing. With the rise of online shopping, the phenomenon of impulsive online purchase becomes more and more serious. The relevant literature is rarely in the network environment, to discuss the impulse buying behavior. This article aims to investigate the influence of product type and time pressure on the impulsive buying tendency of consumer networks, which belongs to a relatively new topic in domestic marketing scholarship. This study uses the experimental method, from the type of product and time pressure to explore the network impulsive buying tendency of consumers. The results show that low involvement - emotional products are more able to stimulate consumer buying impulse to network. At the same time, there is a significant interaction between time pressure and product type. That is to say, under the condition of high time pressure, low involvement - emotional products have a more significant impact on the impulsive buying tendency of consumer networks.