在线冲动购买欲望的形成:基于社会化商务的实证研究
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摘要
文章基于S-O-R模型,构建在线冲动购买欲望的形成机制模型,并以社会化商务用户为样本,采用结构方程建模进行实证分析。研究结果表明:用户的社交网络通过人际互动的作用间接影响到冲动购买欲望;网站的视觉吸引力越高,用户在访问网站或浏览商品时所感知到的愉悦性越高,产生冲动购买欲望的可能性也就越大;用户间的人际互动对其感知愉悦性有显著正向影响。该研究不仅丰富了在线冲动购买的相关理论,而且为社会化商务网站和商家提供了决策借鉴。
In line with the S-O-R theoretical model,this paper constructs a mechanism model of online impulse purchase tendency,and employs an empirical analysis using structural equation modeling upon users who have experiences in the social commerce. This paper comes up with following conclusions.Firstly,social networking services could affect impulse purchase tendency through the indirect role of interpersonal interactions. Secondly,the higher visual appeal of the website,the greater enjoyment users will get when visiting websites or browsing goods,thus generating greater likelihood of impulse purchase.Thirdly,interpersonal interactions between users have significantly positive influence on their perceived enjoyment. These results not only enrich the theory of online impulse purchase,but also provide decisionmaking references to the social commerce websites and enterprises.
In line with the S-O-R theoretical model,this paper constructs a mechanism model of online impulse purchase tendency,and employs an empirical analysis using structural equation modeling upon users who have experiences in the social commerce. This paper comes up with following conclusions.Firstly,social networking services could affect impulse purchase tendency through the indirect role of interpersonal interactions. Secondly,the higher visual appeal of the website,the greater enjoyment users will get when visiting websites or browsing goods,thus generating greater likelihood of impulse purchase.Thirdly,interpersonal interactions between users have significantly positive influence on their perceived enjoyment. These results not only enrich the theory of online impulse purchase,but also provide decisionmaking references to the social commerce websites and enterprises.
引文
① 左文明、王旭、樊偿:《社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系》,《南开管理评论》2014年第4期。
(1)章璇、景奉杰:《网购商品的类型对在线冲动性购买行为的影响》,《管理科学》2012年第3期。
(2)周星、雷俊杰、邹俊毅:《网络环境下促销及口碑对冲动购买的影响——基于情景模拟法的因子探析》,《经济管理》2011年第3期。
(3)Verhagen,T.,Dolen,W.V.,“The Influence of Online Store Beliefs on Consumer Online Impulse Buying:A Model and Empirical Application”,Slavic & East European Journal,Vol.48,No.8,2011,pp.320-327.
(4)Stern,H.,“The Significance of Impulse Buying Today”,Journal of Marketing,Vol.26,No.2,1962,pp.59-62.
(5)Verhagen,T.,Dolen,W.V.,“The Influence of Online Store Beliefs on Consumer Online Impulse Buying:A Model and Empirical Application”,Slavic & East European Journal,Vol.48,No.8,2011,pp.320-327.
(6)周星、雷俊杰、邹俊毅:《网络环境下促销及口碑对冲动购买的影响——基于情景模拟法的因子探析》,《经济管理》2011年第3期。
(7)吴小梅、郭朝阳:《电子商务网站特征对冲动购买的影响研究——基于心流体验的视角》,《财贸经济》2014年第6期。
(8)Larose,R.,“ On the Negative Effects of E-Commerce:A Sociocognitive Exploration of Unregulated On-Line Buying”,Journal of Computer-Mediated Communication,Vol.6,No.3,2001,pp.20-34.
(9)Louis,Y.S.,Lin,S.W.,Hsu,L.Y.,“Motivation for Online Impulse Buying:A Two-Factor Theory Perspective”,International Journal of Information Management,Vol.36,No.5,2016,pp.759-772.
(10)Chan,T.K.H.,Cheung,C.M.K.,Lee,Z.W.Y.,“The State of Online Impulse-Buying Research:A Literature Analysis”,Information & Management,Vol.54,No.2,2017,pp.204-217.
(11)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》,《管理工程学报》2014年第4期。
(12)Park,E.J.,Kim,E.Y.,Funches,V.M.,et al.,“Apparel Product Attributes,Web Browsing,and E-Impulse Buying on Shopping Websites ”,Journal of Business Research,Vol.65,No.11,2012,pp.1583-1589.
(13)宋亚非、蔚琴:《网络信任对冲动性购买行为的影响研究——基于感知风险的调节作用》,《财经问题研究》2013年第11期。
(14)Huang,L.T.,“ Flow and Social Capital Theory in Online Impulse Buying”,Journal of Business Research,Vol.69,No.6,2016,pp.2277-2283.
(15)Chen,J.V.,Su,B.C.,Widjaja,A.E.,“Facebook C2C Social Commerce:A Study of Online Impulse Buying”,Decision Support Systems,Vol.83,2016,pp.57-69.
(16)Xiang,L.,Zheng,X.,Lee,M.K.O.,et al.,“Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platform:The Role of Parasocial Interaction”,International Journal of Information Management,Vol.36,No.3,2016,pp.333-347.
(17)陈洋、何有世、金帅:《社群氛围能促进成员的冲动性购买吗?——不同氛围成分的作用与影响机制研究》,《商业经济与管理》2018年第4期。
(18)Mehrabian,A.,Russell,J.A.,An Approach to Environmental Psychology,Cambridge,MA,US:The MIT Press,1974.
(19)Donovan,R.J.,Rossiter,J.R.,“ Store Atmosphere:An Environmental Psychology Approach”,Journal of Retailing,Vol.58,No.1,1982,pp.34-57.
(20)宗乾进:《国外社会化电子商务研究综述》,《情报杂志》2013年第10期。
(21)Bourdieu,P.,Outline of a Theory of Practice,Cambridge:Cambridge University Press,1977.
(22)Woolcock,M.,“Microenterprise and Social Capital:A Framework for Theory,Research,and Policy”,Journal of Socio-Economics,Vol.30,No.2,2001,pp.193-198.
(23)Nahapiet,J.,Ghoshal,S.,“Social Capital,Intellectual Capital,and the Organizational Advantage”,Academy of Management Review,Vol.23,No.2,1998,pp.242-266.
(24)Granovetter,M.S.,“The Strength of Weak Ties”,Social Science Electronic Publishing,Vol.78,No.2,1973,pp.1360-1380.
(25)Huang,L.T.,“Flow and Social Capital Theory in Online Impulse Buying”,Journal of Business Research,Vol.69,No.6,2016,pp.2277-2283.
(26)Hajli,N.,Shanmugam,M.,Powell,P.,et al.,“A Study on the Continuance Participation in On-Line Communities with Social Commerce Perspective”,Technological Forecasting & Social Change,Vol.96,2015,pp.232-241.
(27)李国鑫、李一军、陈易思:《虚拟社区成员线下互动对线上知识贡献的影响》,《科学学研究》 2010年第9期。
(28)Zhao,L.,Lu,Y.,Wang,B.,et al.,“Cultivating the Sense of Belonging and Motivating User Participation in Virtual Communities:A Social Capital Perspective”,International Journal of Information Management,Vol.32,No.6,2012,pp.574-588.
(29)Reinecke,K.,Yeh,T.,Miratrix,L.,et al.,“Predicting Users’ First Impressions of Website Aesthetics with a Quantification of Perceived Visual Complexity and Colorfulness”,Sigchi Conference on Human Factors in Computing Systems,2013,pp.2049-2058.
(30)Skulmowski,A.,Augustin,Y.,Pradel,S.,et al.,“The Negative Impact of Saturation on Website Trustworthiness and Appeal:A Temporal Model of Aesthetic Website Perception”,Computers in Human Behavior,Vol.61,2016,pp.386-393.
(31)Davis,F.D.,Bagozzi,R.P.,Warshaw,P.R.,“Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1”,Journal of Applied Social Psychology,Vol.22,No.14,2006,pp.1111-1132.
(32)Kim,S.,Stoel,L.,“Dimensional Hierarchy of Retail Website Quality”,Information & Management,Vol.41,No.5,2004,pp.619-633.
(33)Turkyilmaz,C.A.,Erdem,S.,Uslu,A.,“The Effects of Personality Traits and Website Quality on Online Impulse Buying”,Procedia-Social and Behavioral Sciences,Vol.175,2015,pp.98-105.
(34)Liu,Y.,Li,H.,Hu,F.,“Website Attributes in Urging Online Impulse Purchase:An Empirical Investigation on Consumer Perceptions”,Decision Support Systems,Vol.55,No.3,2013,pp.829-837.
(35)Sherman,E.,Mathur,A.,Smith,R.B.,“Store Environment and Consumer Purchase Behavior:Mediating Role of Consumer Emotions”,Psychology & Marketing,Vol.14,No.4,1997,pp.361-378.
(36)Labrecque,L.I.,“Fostering Consumer-Brand Relationships in Social Media Environments:The Role of Parasocial Interaction”,Journal of Interactive Marketing,Vol.28.No.2,2014,pp.134-148.
(37)郑称德、刘秀、杨雪:《感知价值和个人特质对用户移动购物采纳意图的影响研究》,《管理学报》 2012年第10期。
(38)Chen,Y.,Zhang,L.,“Influential Factors for Online Impulse Buying in China:A Model and Its Empirical Analysis”,International Management Review,Vol.11,No.2,2015,pp.57-60.
(39)Ozen,H.,Engizek,N.,“Shopping Online without Thinking:Being Emotional or Rational?”,Asia Pacific Journal of Marketing and Logistics,Vol.26,No.1,2014,pp.78-93.
(40)Verhagen,T.,Dolen,W.V.,“The Influence of Online Store Beliefs on Consumer Online Impulse Buying:A Model and Empirical Application”,Slavic & East European Journal,Vol.48,No.8,2011,pp.320-327.
(41)罗晓光、溪璐路:《基于社会网络分析方法的顾客口碑意见领袖研究》,《管理评论》2012年第1期。
(42)Wells,J.D.,Parboteeah,D.V.,Valacich,J.S.,“Online Impulse Buying:Understanding the Interplay between Consumer Impulsiveness and Website Quality”,Journal of the Association for Information Systems,Vol.12,No.1,2011,pp.32-56.
(43)Badgaiyan,A.J.,Verma,A.,Dixit,S.,“Impulsive Buying Tendency:Measuring Important Relationships with a New Perspective and an Indigenous Scale”,IIMB Management Review,Vol.9,2016,pp.1-14.
(44)Mohan,G.,Sivakumaran,B.,Sharma,P.,“Impact of Store Environment on Impulse Buying Behavior”,European Journal of Marketing,Vol.47,No.10,2013,pp.1711-1732.
(45)Rook,D.W.,“The Buying Impulse”,Journal of Consumer Research,Vol.14,No.2,1987,pp.189-199.
(46)Sharma,P.,Sivakumaran,B.,Marshall,R.,“Impulse Buying and Variety Seeking:A Trait-Correlates Perspective”,Journal of Business Research,Vol.63,No.3,2010,pp.276-283.
(47)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》,《系统管理学报》2012年第4期。
(48)Nahapiet,J.,Ghoshal,S.,“Social Capital,Intellectual Capital,and the Organizational Advantage”,Academy of Management Review,Vol.23,No.2,1998,pp.242-266.
(49)Heijden,H.V.D.,“Factors Influencing the Usage of Websites:The Case of a Generic Portal in the Netherlands”,Information & Management,Vol.40,No.6,2003,pp.541-549.
(50)Wang,X.,Yu,C.,Wei,Y.,“Social Media Peer Communication and Impacts on Purchase Intentions:A Consumer Socialization Framework”,Journal of Interactive Marketing,Vol.26,No.4,2012,pp.198-208.
(51)Parboteeah,D.V.,Wells,J.D.,“The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively”,Information Systems Research,Vol.20,No.1,2009,pp.60-78.
(52)左文明、王旭、樊偿:《社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系》,《南开管理评论》2014年第4期。
(53)宗乾进:《国外社会化电子商务研究综述》,《情报杂志》2013年第10期。
(54)Hajli,N.,Shanmugam,M.,Powell,P.,et al.,“A Study on the Continuance Participation in On-Line Communities with Social Commerce Perspective”,Technological Forecasting & Social Change,Vol.96,2015,pp.232-241.
(1)章璇、景奉杰:《网购商品的类型对在线冲动性购买行为的影响》,《管理科学》2012年第3期。
(2)周星、雷俊杰、邹俊毅:《网络环境下促销及口碑对冲动购买的影响——基于情景模拟法的因子探析》,《经济管理》2011年第3期。
(3)Verhagen,T.,Dolen,W.V.,“The Influence of Online Store Beliefs on Consumer Online Impulse Buying:A Model and Empirical Application”,Slavic & East European Journal,Vol.48,No.8,2011,pp.320-327.
(4)Stern,H.,“The Significance of Impulse Buying Today”,Journal of Marketing,Vol.26,No.2,1962,pp.59-62.
(5)Verhagen,T.,Dolen,W.V.,“The Influence of Online Store Beliefs on Consumer Online Impulse Buying:A Model and Empirical Application”,Slavic & East European Journal,Vol.48,No.8,2011,pp.320-327.
(6)周星、雷俊杰、邹俊毅:《网络环境下促销及口碑对冲动购买的影响——基于情景模拟法的因子探析》,《经济管理》2011年第3期。
(7)吴小梅、郭朝阳:《电子商务网站特征对冲动购买的影响研究——基于心流体验的视角》,《财贸经济》2014年第6期。
(8)Larose,R.,“ On the Negative Effects of E-Commerce:A Sociocognitive Exploration of Unregulated On-Line Buying”,Journal of Computer-Mediated Communication,Vol.6,No.3,2001,pp.20-34.
(9)Louis,Y.S.,Lin,S.W.,Hsu,L.Y.,“Motivation for Online Impulse Buying:A Two-Factor Theory Perspective”,International Journal of Information Management,Vol.36,No.5,2016,pp.759-772.
(10)Chan,T.K.H.,Cheung,C.M.K.,Lee,Z.W.Y.,“The State of Online Impulse-Buying Research:A Literature Analysis”,Information & Management,Vol.54,No.2,2017,pp.204-217.
(11)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》,《管理工程学报》2014年第4期。
(12)Park,E.J.,Kim,E.Y.,Funches,V.M.,et al.,“Apparel Product Attributes,Web Browsing,and E-Impulse Buying on Shopping Websites ”,Journal of Business Research,Vol.65,No.11,2012,pp.1583-1589.
(13)宋亚非、蔚琴:《网络信任对冲动性购买行为的影响研究——基于感知风险的调节作用》,《财经问题研究》2013年第11期。
(14)Huang,L.T.,“ Flow and Social Capital Theory in Online Impulse Buying”,Journal of Business Research,Vol.69,No.6,2016,pp.2277-2283.
(15)Chen,J.V.,Su,B.C.,Widjaja,A.E.,“Facebook C2C Social Commerce:A Study of Online Impulse Buying”,Decision Support Systems,Vol.83,2016,pp.57-69.
(16)Xiang,L.,Zheng,X.,Lee,M.K.O.,et al.,“Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platform:The Role of Parasocial Interaction”,International Journal of Information Management,Vol.36,No.3,2016,pp.333-347.
(17)陈洋、何有世、金帅:《社群氛围能促进成员的冲动性购买吗?——不同氛围成分的作用与影响机制研究》,《商业经济与管理》2018年第4期。
(18)Mehrabian,A.,Russell,J.A.,An Approach to Environmental Psychology,Cambridge,MA,US:The MIT Press,1974.
(19)Donovan,R.J.,Rossiter,J.R.,“ Store Atmosphere:An Environmental Psychology Approach”,Journal of Retailing,Vol.58,No.1,1982,pp.34-57.
(20)宗乾进:《国外社会化电子商务研究综述》,《情报杂志》2013年第10期。
(21)Bourdieu,P.,Outline of a Theory of Practice,Cambridge:Cambridge University Press,1977.
(22)Woolcock,M.,“Microenterprise and Social Capital:A Framework for Theory,Research,and Policy”,Journal of Socio-Economics,Vol.30,No.2,2001,pp.193-198.
(23)Nahapiet,J.,Ghoshal,S.,“Social Capital,Intellectual Capital,and the Organizational Advantage”,Academy of Management Review,Vol.23,No.2,1998,pp.242-266.
(24)Granovetter,M.S.,“The Strength of Weak Ties”,Social Science Electronic Publishing,Vol.78,No.2,1973,pp.1360-1380.
(25)Huang,L.T.,“Flow and Social Capital Theory in Online Impulse Buying”,Journal of Business Research,Vol.69,No.6,2016,pp.2277-2283.
(26)Hajli,N.,Shanmugam,M.,Powell,P.,et al.,“A Study on the Continuance Participation in On-Line Communities with Social Commerce Perspective”,Technological Forecasting & Social Change,Vol.96,2015,pp.232-241.
(27)李国鑫、李一军、陈易思:《虚拟社区成员线下互动对线上知识贡献的影响》,《科学学研究》 2010年第9期。
(28)Zhao,L.,Lu,Y.,Wang,B.,et al.,“Cultivating the Sense of Belonging and Motivating User Participation in Virtual Communities:A Social Capital Perspective”,International Journal of Information Management,Vol.32,No.6,2012,pp.574-588.
(29)Reinecke,K.,Yeh,T.,Miratrix,L.,et al.,“Predicting Users’ First Impressions of Website Aesthetics with a Quantification of Perceived Visual Complexity and Colorfulness”,Sigchi Conference on Human Factors in Computing Systems,2013,pp.2049-2058.
(30)Skulmowski,A.,Augustin,Y.,Pradel,S.,et al.,“The Negative Impact of Saturation on Website Trustworthiness and Appeal:A Temporal Model of Aesthetic Website Perception”,Computers in Human Behavior,Vol.61,2016,pp.386-393.
(31)Davis,F.D.,Bagozzi,R.P.,Warshaw,P.R.,“Extrinsic and Intrinsic Motivation to Use Computers in the Workplace 1”,Journal of Applied Social Psychology,Vol.22,No.14,2006,pp.1111-1132.
(32)Kim,S.,Stoel,L.,“Dimensional Hierarchy of Retail Website Quality”,Information & Management,Vol.41,No.5,2004,pp.619-633.
(33)Turkyilmaz,C.A.,Erdem,S.,Uslu,A.,“The Effects of Personality Traits and Website Quality on Online Impulse Buying”,Procedia-Social and Behavioral Sciences,Vol.175,2015,pp.98-105.
(34)Liu,Y.,Li,H.,Hu,F.,“Website Attributes in Urging Online Impulse Purchase:An Empirical Investigation on Consumer Perceptions”,Decision Support Systems,Vol.55,No.3,2013,pp.829-837.
(35)Sherman,E.,Mathur,A.,Smith,R.B.,“Store Environment and Consumer Purchase Behavior:Mediating Role of Consumer Emotions”,Psychology & Marketing,Vol.14,No.4,1997,pp.361-378.
(36)Labrecque,L.I.,“Fostering Consumer-Brand Relationships in Social Media Environments:The Role of Parasocial Interaction”,Journal of Interactive Marketing,Vol.28.No.2,2014,pp.134-148.
(37)郑称德、刘秀、杨雪:《感知价值和个人特质对用户移动购物采纳意图的影响研究》,《管理学报》 2012年第10期。
(38)Chen,Y.,Zhang,L.,“Influential Factors for Online Impulse Buying in China:A Model and Its Empirical Analysis”,International Management Review,Vol.11,No.2,2015,pp.57-60.
(39)Ozen,H.,Engizek,N.,“Shopping Online without Thinking:Being Emotional or Rational?”,Asia Pacific Journal of Marketing and Logistics,Vol.26,No.1,2014,pp.78-93.
(40)Verhagen,T.,Dolen,W.V.,“The Influence of Online Store Beliefs on Consumer Online Impulse Buying:A Model and Empirical Application”,Slavic & East European Journal,Vol.48,No.8,2011,pp.320-327.
(41)罗晓光、溪璐路:《基于社会网络分析方法的顾客口碑意见领袖研究》,《管理评论》2012年第1期。
(42)Wells,J.D.,Parboteeah,D.V.,Valacich,J.S.,“Online Impulse Buying:Understanding the Interplay between Consumer Impulsiveness and Website Quality”,Journal of the Association for Information Systems,Vol.12,No.1,2011,pp.32-56.
(43)Badgaiyan,A.J.,Verma,A.,Dixit,S.,“Impulsive Buying Tendency:Measuring Important Relationships with a New Perspective and an Indigenous Scale”,IIMB Management Review,Vol.9,2016,pp.1-14.
(44)Mohan,G.,Sivakumaran,B.,Sharma,P.,“Impact of Store Environment on Impulse Buying Behavior”,European Journal of Marketing,Vol.47,No.10,2013,pp.1711-1732.
(45)Rook,D.W.,“The Buying Impulse”,Journal of Consumer Research,Vol.14,No.2,1987,pp.189-199.
(46)Sharma,P.,Sivakumaran,B.,Marshall,R.,“Impulse Buying and Variety Seeking:A Trait-Correlates Perspective”,Journal of Business Research,Vol.63,No.3,2010,pp.276-283.
(47)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》,《系统管理学报》2012年第4期。
(48)Nahapiet,J.,Ghoshal,S.,“Social Capital,Intellectual Capital,and the Organizational Advantage”,Academy of Management Review,Vol.23,No.2,1998,pp.242-266.
(49)Heijden,H.V.D.,“Factors Influencing the Usage of Websites:The Case of a Generic Portal in the Netherlands”,Information & Management,Vol.40,No.6,2003,pp.541-549.
(50)Wang,X.,Yu,C.,Wei,Y.,“Social Media Peer Communication and Impacts on Purchase Intentions:A Consumer Socialization Framework”,Journal of Interactive Marketing,Vol.26,No.4,2012,pp.198-208.
(51)Parboteeah,D.V.,Wells,J.D.,“The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively”,Information Systems Research,Vol.20,No.1,2009,pp.60-78.
(52)左文明、王旭、樊偿:《社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系》,《南开管理评论》2014年第4期。
(53)宗乾进:《国外社会化电子商务研究综述》,《情报杂志》2013年第10期。
(54)Hajli,N.,Shanmugam,M.,Powell,P.,et al.,“A Study on the Continuance Participation in On-Line Communities with Social Commerce Perspective”,Technological Forecasting & Social Change,Vol.96,2015,pp.232-241.