摘要
随着电子商务的飞速发展,在线冲动购买已成为一种普遍的现象并开始引起研究者们的关注。论文基于S-O-R模型,研究网络团购情景下两个重要因素:价格折扣与购买人数如何通过影响消费者的购买情绪及感知风险,从而影响冲动购买意愿,并提出了冲动购买的形成机制模型。本研究通过一个眼动实验收集眼动数据和问卷数据对理论模型进行了检验。问卷数据的分析结果显示(1)价格折扣与购买人数都对消费者唤起感具有显著积极影响,但只有价格折扣对于消费者感知风险具有消极影响;(2)唤起感与感知风险都通过对愉悦感的积极/消极作用对消费者冲动购买意愿产生影响;(3)购买人数正向调节价格折扣对唤起感的正向作用。眼动数据的分析结果进一步支持了这些结论,并提供了可能的解释。
The phenomenon of impulse buying has been widely studied in offline shopping environments.With the rapid development of online shopping,it is important to study the formation mechanism of online impulse buying.Online group-buying,as a newly developed electronic commerce model,has been used to stimulate customers to buy impulsively.Thus,research about the formation mechanism of online impulse buying aimed at online group-buying has important theoretical and practical significance.In line with S-O-R theoretical model,the present study proposes that price discounts and sales volumes as stimuli have an effect on a customer‘s urge to buy impulsively mediated by consumers’ emotions and perceived risks.We designed an eye tracking experiment to examine this model.Four type of screenshots （2 ＊ 2：high price discount vs.low price discount; large sales volume vs.small sales volume）,which imitate the real web pages of group-buying websites,were used as stimuli in this experiment.56 college students participated in the experiment.Each of them was asked to browse one of the screenshots under a specified situation.After the subjects made the purchase decision,they were required to fill in a questionnaire to collect the information of organism （emotion and perceived risk） and response （impulse purchase intention） when stimuli were at different levels.The data collected from the questionnaire was analyzed using PLS software.The results demonstrated that （1） while both price discount and perceived sales status had a significant positive effect on arousal,only price discount had its negative effect on perceived risk; （2） both arousal and perceived risk affected impulse purchase intention indirectly mediated by pleasure; （3） sales volume acted as a significant moderator of the relationship between price discount and arousal.When the sales volume was larger,the influenced price discount on arousal was stronger.The conclusions mentioned above were supported by the results of an eye tracking experiment.The heat maps showed that subjects would spend less time and browsed smaller area when the price discount was high and sales volume was large,this conformed to the characteristics of impulse buying.Meanwhile the results of AOI fixation time and AOI fixation count showed price discount was paid more attention than sales volume ; the data of AOI entry time indicated price discount was gained focus earlier than sales volume.This study tried to find out how the stimuli price discount and sales volume influenced impulsive buying intention,which enriched the theory of online impulse buying.Meanwhile the research expanded the relationship among stimuli,organisms,and response,but also the relationship between emotion and cognition （perceived risk） and the interaction between price discount and sales volume were studied.Besides questionnaire survey,eye tracking technique was used to explore hypotheses.It is useful for carrying out research to combine of multiple methods,which should be paid more attention.
出处
《管理工程学报》
CSSCI
北大核心
2014年第4期37-47,共11页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(71272167
71202157)
教育部人文社科研究规划基金资助项目(11YJA630130)
关键词
冲动购买意愿
愉悦感
唤起感
感知风险
冲动性
impulsive buying intention
pleasure
arousal
perceived risk
impulsiveness
