网络购物节氛围对消费者冲动购物行为的刺激作用
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摘要
在网络交易环境下创造有感染力的消费购物氛围是重要的营销战略,本文以SOR理论为基础,将构成购物节氛围的外部刺激因素分为互动性、个性化、娱乐性和经济性四个维度,通过构建网络购物节氛围影响消费者冲动购物行为的研究模型分析网络购物节氛围下消费者的冲动购物行为。研究发现,购物节氛围的个性化、娱乐性和经济性显著正向影响消费者唤醒情绪,互动性、娱乐性和经济性显著正向影响消费者愉悦情绪;唤醒情绪显著影响消费者的愉悦感知,并与愉悦感知共同显著影响消费者的冲动购物行为。
It is an important marketing strategy to create an infectious shopping atmosphere under the network trading environment. Based on the SOR theory,this paper divides the external stimulating factors that constitute the shopping festival atmosphere into four dimensions: interaction,individuation,entertainment and economy,and analyzes consumers impulse buying behavior in shopping atmosphere by constructing a research model of online shopping festival atmosphere affecting consumers impulse shopping behavior. It is found that the individualization,entertainment and economy of the shopping festival atmosphere have significantly positive influence on the consumers arousal emotion,and the interaction,entertainment and economy significantly affect consumers pleasurable mood,arousal emotion significantly affects consumers pleasure perception,and significantly influences consumers impulse buying behavior with pleasure perception.
It is an important marketing strategy to create an infectious shopping atmosphere under the network trading environment. Based on the SOR theory,this paper divides the external stimulating factors that constitute the shopping festival atmosphere into four dimensions: interaction,individuation,entertainment and economy,and analyzes consumers impulse buying behavior in shopping atmosphere by constructing a research model of online shopping festival atmosphere affecting consumers impulse shopping behavior. It is found that the individualization,entertainment and economy of the shopping festival atmosphere have significantly positive influence on the consumers arousal emotion,and the interaction,entertainment and economy significantly affect consumers pleasurable mood,arousal emotion significantly affects consumers pleasure perception,and significantly influences consumers impulse buying behavior with pleasure perception.
引文
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[17]王求真,姚倩,叶盈.网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究[J].管理工程学报,2014,28(4):37-47.
[18]赵宏霞,才智慧,何珊.基于虚拟触觉视角的在线商品展示、在线互动与冲动性购买研究[J].管理学报,2014,11(1):133-141.
[19]Zhang H,Gupta S,Gupta S,et al.What motivates customers to participate in social commerce?The impact of technological environments and virtual customer experiences[J].Information&Management,2014,51(8):1017-1030.
[20]Mazaheri E,Richard M,Laroche M.The role of emotions in online consumer behavior:a comparison of search,experience,and credence services[J].Journal of Services Marketing,2012,26(7):535-550.
[21]Koo D M,Ju S H.The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention[J].Computers in Human Behavior,2010,26(3):377-388.
[22]Tam K Y,Ho S Y.Web personalization as a persuasion strategy:an elaboration likelihood model perspective,Inf.Syst.Res,2005,6(3)271-291.
[23]Stern H.The Significance of Impulse Buying Today[J].Journal of Marketing,1962,26(4):59-62.
[2]魏守波,程岩.虚拟氛围对在线消费者冲动购买意向影响的实证研究[J].系统管理学报,2012,21(4):531-539.
[3]Kollat D T,Willet R.Customer Impulse Purchase Behavior[J].Journal of Marketing Research,1967,4(2):21-31.
[4]Turley L W,Milliman R.A Review of the Experimental Evidence:Atmospheric Effects on shopping Behavior[J].Journal of Business Research,2000(49):193-211.
[5]Baker J,Parasuraman,A,Grewal D,Voss GB.The influence of multiple store environment cues on perceived merchandise value and patronage intentions[J].Journal of Marketing 2002(66):120-141.
[6]Moe Z,Robert A.Impulse Radio:How It Works[J].IEEE Communications Letters,1998,2(2).
[7]Jacoby J.Stimulus-Organism-Response Reconsidered:An Evolutionary Step in Modeling(Consumer)Behavior[J].Journal of Consumer Psychology,2002,12(1):51-57.
[8]赵宇娜.网站环境特征对消费者冲动性购买的影响研究[M].北京:经济管理出版社,2015:23-33.
[9]苏玉召,赵妍.个性化关键技术研究综述[J].图书与情报,2011(1):59-65.
[10]Pathak B,Garfinkel R,Gopal R D.Empirical analysis of the impact of recommender systems on sales[J].Journal of Management Information Systems,2010,27(2):159-188.
[11]Ghani J.Flow In Human Computer Interactions:Test of A Model,In Carey,J.(Ed),Human Factors in Information Systems:Emerging Theoretical Bases[M].New Jersey:Ablex Publishing Corp,1995:291-311.
[12]Mehrabian A,Russell JA.An Approach to Environmental Psychology[M].Cambridge:the MIT Press,1974:34-46.
[13]Donovan R J,Rossiter J R.Store atmosphere:an environmental psychology approach[J].Journal of Retailing,1982,58(1):34-57.
[14]Rafaeli E,Revelle W.A premature consensus:are happiness and sadness truly opposite affects?[J].Motivation and Emotion,2006.30(1):1-12.
[15]Ryu K,Jang S.Influence of Restaurant's Physical Environments on Emotion and Behavior Intention[J].The Service Industries Journal,2008,28(8):1151-1165.
[16]Koo D M,Lee J H.Inter-relationships among dominance,energetic and tense arousal,and pleasure,and differences in their impacts under online vs.offline environment[J].Computers in Human Behavior,2011,27(5):1740-1750.
[17]王求真,姚倩,叶盈.网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究[J].管理工程学报,2014,28(4):37-47.
[18]赵宏霞,才智慧,何珊.基于虚拟触觉视角的在线商品展示、在线互动与冲动性购买研究[J].管理学报,2014,11(1):133-141.
[19]Zhang H,Gupta S,Gupta S,et al.What motivates customers to participate in social commerce?The impact of technological environments and virtual customer experiences[J].Information&Management,2014,51(8):1017-1030.
[20]Mazaheri E,Richard M,Laroche M.The role of emotions in online consumer behavior:a comparison of search,experience,and credence services[J].Journal of Services Marketing,2012,26(7):535-550.
[21]Koo D M,Ju S H.The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention[J].Computers in Human Behavior,2010,26(3):377-388.
[22]Tam K Y,Ho S Y.Web personalization as a persuasion strategy:an elaboration likelihood model perspective,Inf.Syst.Res,2005,6(3)271-291.
[23]Stern H.The Significance of Impulse Buying Today[J].Journal of Marketing,1962,26(4):59-62.
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