摘要
移动购物的兴起让购物行为不再受时间和空间的限制,造成冲动性购买现象日益普遍。这种现象的形成过程尚未达成一致的结论,对促进消费者购买造成阻碍。本文旨在探讨移动购物情境中,影响消费者冲动性购买意愿的产生过程。文章提出个性化推荐、视觉吸引力和系统易用性这三个移动情境因素,通过影响消费者感知唤醒和感知愉悦两种情绪,对消费者冲动性购买意愿产生正向影响。研究采用情景实验法进行数据收集,经过数据检验,所有假设均得到支持。因此证实了"移动环境刺激-消费者情绪-冲动性购买意愿"模型的理论价值,并根据研究结论,从提升消费者购物体验和扩大营销的角度,针对移动购物商家提出了相应的管理建议。
The popularity of mobile shopping makes shopping behavior no longer limited by time and space,so impulse purchase is more commonly seen nowadays.However,consensus has not been reached regarding how impulse purchase emerges as a phenomenon,thus making it difficult to promote consumers’purchase behavior.This paper aims to explore how consumers’impulse purchase intentions are affected in the context of mobile shopping.For this purpose,the research proposes three mobile situation factors:personalized recommendation,visual appeal and system usability.They have a positive impact on impulse purchase intention by influencing perceived arousal and perceived enjoyment.The experimental method is used for data collection and hypothesis testing.All the hypotheses are supported.And the theoretical value of the model of"mobile environment stimulation-consumer emotion-impulse purchase intention"is confirmed.Based on the conclusion,management suggestions are proposed for mobile shopping merchants from the perspective of improving consumers’shopping experience and expanding marketing.
作者
张伟
杨婷
张武康
Zhang Wei;Yang Ting;Zhang Wukang(School of Economics and Management,Xi’an University of Technology,Xi’an 710054;School of Economics,Xi’an University of Finance and Economics,Xi’an 710100)
出处
《管理评论》
CSSCI
北大核心
2020年第2期174-183,共10页
Management Review
基金
陕西省创新能力支撑计划(软科学研究计划面上项目)(429018024)。
