在线评论对冲动性移动购物意愿的影响研究
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摘要
论文基于SOR (刺激-机体-反应)模型,探讨了移动购物中在线评论对消费者冲动性购物意愿的影响及作用机理。研究发现评论质量通过唤起情绪对冲动性移动购物意愿产生间接影响;评论数量通过愉悦情绪对冲动性移动购物意愿产生间接影响;冲动性购买特质对冲动性移动购物意愿产生直接影响,并通过唤起情绪对冲动性移动购物意愿产生间接影响;手机依赖分别通过愉悦情绪、唤起情绪对冲动性移动购物意愿产生间接影响;性别对在线评论数量与愉悦情绪、冲动性购买特质与唤起情绪间的关系起到调节作用。研究结果不但可以补充现有移动购物理论及消费者行为理论,也为移动环境下经营的企业提供了一定指导。
Based on SOR(stimulus-organism-response) model, the paper explores the influence and mechanism of online reviews on consumer's impulsive intention in mobile shopping. Following results can be concluded from this research: online reviews' quality influences impulsive mobile shopping intention indirectly through arousal emotion; online review quantity influences impulsive mobile shopping intention indirectly through pleasure emotion; impulsive buying trait not only influences impulsive mobile shopping intention directly but also influences impulsive mobile shop-ping intention indirectly through arousal emotion; mobile phone dependency influences impulsive mobile shopping intention indirectly through plea-sure and arousal emotion; gender moderates the relationship between online review quantity and pleasure emotion as well as the relationship be-tween impulsive buying trait and arousal emotion. The results can not only complement the theories of mobile shopping and the theories of con-sumer behavior, but also provide some guidance for companies that do business in mobile environment.
Based on SOR(stimulus-organism-response) model, the paper explores the influence and mechanism of online reviews on consumer's impulsive intention in mobile shopping. Following results can be concluded from this research: online reviews' quality influences impulsive mobile shopping intention indirectly through arousal emotion; online review quantity influences impulsive mobile shopping intention indirectly through pleasure emotion; impulsive buying trait not only influences impulsive mobile shopping intention directly but also influences impulsive mobile shop-ping intention indirectly through arousal emotion; mobile phone dependency influences impulsive mobile shopping intention indirectly through plea-sure and arousal emotion; gender moderates the relationship between online review quantity and pleasure emotion as well as the relationship be-tween impulsive buying trait and arousal emotion. The results can not only complement the theories of mobile shopping and the theories of con-sumer behavior, but also provide some guidance for companies that do business in mobile environment.
引文
[1]GANTZJ,REINSELD.Extracting value from chaos[EB/OL].(2018-04-21)[2011-06-01].http://www.emc.com.az/collateral/analyst-reports/idc-extracting-value-from-chaos-ar.pdf.
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[3]何军红,李仲香,杜尚蓉.移动购物中环境刺激对消费者持续意愿的影响研究:基于情绪视角[J].预测,2018,37(2):63-68,75.
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[5]张敏,张哲.网络环境下口碑对消费者冲动性购买的影响[J].软科学,2015(10):110-114.
[6]ADELAAR T,CHANG S,LANCENDORFER K M,et al.Effects of media formats on emotions and impulse buying intent[J].Journal of information technology,2003,18(4):247-266.
[7]FLOH A,MADLBERGER M.The role of atmospheric cues in online impulse-buying behavior[J].Electronic commerce research&applications,2013,12(6):425-439.
[8]郭国庆,陈凯,何飞.消费者在线评论可信度的影响因素研究[J].当代经济管理,2010,32(10):17-23.
[9]周梅华,李佩镅,牟宇鹏.在线评论对消费者购买意愿的影响---心理距离的中介作用[J].软科学,2015(1):101-104.
[10]莫赞,李燕飞.在线评论对消费者购买行为的影响研究---消费者学习视角[J].现代情报,2015,35(9):3-7.
[11]雷晶,李霞.在线点评对消费者行为意向影响的实证检验[J].统计与决策,2015(18):117-121.
[12]卓四清,冯永洲.在线评论有用性影响因素实证研究---基于Tripadvisor.com酒店评论数据[J].现代情报,2015,35(4):52-56.
[13]王君珺,闫强.不同热度搜索型产品的在线评论对销量影响的实证研究[J].中国管理科学,2013(2):406-411.
[14]郑小平.在线评论对网络消费者购买决策影响的实证研究[D].北京:中国人民大学商学院,2008.
[15]LIU Y.Word of mouth for movies:its dynamics and impact on box office revenue[J].Journal of marketing,2006,70(3):74-89.
[16]PARBOTEEAH D V,VALACICH J S,WELLS J D.The influence of website characteristics on a consumer's urge to buy impulsively[J].Information systems research,2009,20(1):60-78.
[17]PARK E J,KIM E Y,FUNCHES V M,et al.Apparel product attributes,web browsing,and e-impulse buying on shopping websites[J].Journal of business research,2012,65(11):1583-1589.
[18]WELLS J D,PARBOTEEAH D V,VALACICH J S.Online impulse buying:understanding the interplay between consumer impulsiveness and website quality[J].Journal of the association for information systems,2011,12(1):32-56.
[19]李亚林,景奉杰.基于冲动性购买诱发因素的消费者冲动性购买之购后满意度研究[J].管理学报,2012,9(3):437-445.
[20]KALLA S M,ARORA A P.Impulse buying:a literature review[J].Global business review,2011,12(12):145-157.
[21]YOO J,KIM M.The effects of online product presentation on consumer responses:a mental imagery perspective[J].Journal of business research,2014,67(11):2464-2472.
[22]YUAN J J,WANG Y,EN-XIA JU,et al.Gender differences in emotional processing and its neural mechanisms[J].Advances in psychological science,2010,18(12):1899-1908.
[23]王振宏,郭德俊,游旭群,等.身体攻击行为学生自主神经活动的情绪唤醒特点[J].心理学报,2007,39(2):277-284.
[24]SUKI N M.Students'dependence on smart phones:the influence of social needs,social influences and convenience[J].Campus-wide information systems,2013,30(2):124-134.
[25]沈鹏熠.中国零售企业品牌资产建设的现状与建议[J].区域经济评论,2012(2):39-43.
[26]陆敏玲,曹玉枝,鲁耀斌.基于移动商务特征视角的移动购物用户采纳行为研究[J].情报杂志,2012(9):202-206.
[2]PARBOTEEAH D V,VALACICH J S,WELLS J D.The influence of website characteristics on a consumer's urge to buy impulsively[J].Information systems research,2009,20(1):60-78.
[3]何军红,李仲香,杜尚蓉.移动购物中环境刺激对消费者持续意愿的影响研究:基于情绪视角[J].预测,2018,37(2):63-68,75.
[4]常亚平,肖万福,覃伍,等.网络环境下第三方评论对冲动购买意愿的影响机制:以产品类别和评论员级别为调节变量[J].心理学报,2012,44(9):1244-1264.
[5]张敏,张哲.网络环境下口碑对消费者冲动性购买的影响[J].软科学,2015(10):110-114.
[6]ADELAAR T,CHANG S,LANCENDORFER K M,et al.Effects of media formats on emotions and impulse buying intent[J].Journal of information technology,2003,18(4):247-266.
[7]FLOH A,MADLBERGER M.The role of atmospheric cues in online impulse-buying behavior[J].Electronic commerce research&applications,2013,12(6):425-439.
[8]郭国庆,陈凯,何飞.消费者在线评论可信度的影响因素研究[J].当代经济管理,2010,32(10):17-23.
[9]周梅华,李佩镅,牟宇鹏.在线评论对消费者购买意愿的影响---心理距离的中介作用[J].软科学,2015(1):101-104.
[10]莫赞,李燕飞.在线评论对消费者购买行为的影响研究---消费者学习视角[J].现代情报,2015,35(9):3-7.
[11]雷晶,李霞.在线点评对消费者行为意向影响的实证检验[J].统计与决策,2015(18):117-121.
[12]卓四清,冯永洲.在线评论有用性影响因素实证研究---基于Tripadvisor.com酒店评论数据[J].现代情报,2015,35(4):52-56.
[13]王君珺,闫强.不同热度搜索型产品的在线评论对销量影响的实证研究[J].中国管理科学,2013(2):406-411.
[14]郑小平.在线评论对网络消费者购买决策影响的实证研究[D].北京:中国人民大学商学院,2008.
[15]LIU Y.Word of mouth for movies:its dynamics and impact on box office revenue[J].Journal of marketing,2006,70(3):74-89.
[16]PARBOTEEAH D V,VALACICH J S,WELLS J D.The influence of website characteristics on a consumer's urge to buy impulsively[J].Information systems research,2009,20(1):60-78.
[17]PARK E J,KIM E Y,FUNCHES V M,et al.Apparel product attributes,web browsing,and e-impulse buying on shopping websites[J].Journal of business research,2012,65(11):1583-1589.
[18]WELLS J D,PARBOTEEAH D V,VALACICH J S.Online impulse buying:understanding the interplay between consumer impulsiveness and website quality[J].Journal of the association for information systems,2011,12(1):32-56.
[19]李亚林,景奉杰.基于冲动性购买诱发因素的消费者冲动性购买之购后满意度研究[J].管理学报,2012,9(3):437-445.
[20]KALLA S M,ARORA A P.Impulse buying:a literature review[J].Global business review,2011,12(12):145-157.
[21]YOO J,KIM M.The effects of online product presentation on consumer responses:a mental imagery perspective[J].Journal of business research,2014,67(11):2464-2472.
[22]YUAN J J,WANG Y,EN-XIA JU,et al.Gender differences in emotional processing and its neural mechanisms[J].Advances in psychological science,2010,18(12):1899-1908.
[23]王振宏,郭德俊,游旭群,等.身体攻击行为学生自主神经活动的情绪唤醒特点[J].心理学报,2007,39(2):277-284.
[24]SUKI N M.Students'dependence on smart phones:the influence of social needs,social influences and convenience[J].Campus-wide information systems,2013,30(2):124-134.
[25]沈鹏熠.中国零售企业品牌资产建设的现状与建议[J].区域经济评论,2012(2):39-43.
[26]陆敏玲,曹玉枝,鲁耀斌.基于移动商务特征视角的移动购物用户采纳行为研究[J].情报杂志,2012(9):202-206.