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论文编号：	3338
作者编号：	2120092396
上传时间：	2011/6/8 11:37:24
中文题目：	消费者冲动性购买特质对在线冲动购买行为的影响研究——消费者信任的调节作用
英文题目：	Research on Influence Machanism of Impulsive Buying Tendency to Online Impulsive Buying Behavior: the Moderating Effects of Consumer Trust
指导老师：	李东进
中文关键字：	冲动购买行为　冲动性购买特质　消费者信任　电子商务
英文关键字：	Impulsive Buying Behavior　Impulsive Buying Tendency　Trust　E-commerce
中文摘要：	中文摘要 冲动性购买行为是一种普遍存的非理性购物行为。西方学者对于冲动购买行为及其影响因素的探索和研究已有60余年的历史，但当前研究多基于传统零售背景，本研究对于消费者在网络购物环境下的冲动购物行为研究进行了有益的探索。 对于传统零售环境下的冲动性购买行为的研究表明，消费者冲动性购买特质是其冲动消费行为的重要前置变量，本研究发现，这一理论也适用于电子商务领域。当前国内外文献中对于冲动性购买特质的认识从早期的单一维度构建逐步扩展和丰富，本文探讨了其不同维度对于在线冲动消费行为的影响以及不同维度之间的差异。通过实证研究发现，消费者冲动购买特质的六个维度对于消费者在线冲动购买行为均有显著的正向影响，但是各个维度的影响程度存在差异。其中：购物冲动性维度对于消费者在线冲动消费行为的影响程度最大，其次是非计划性维度，再次是购物体验维度，其后分别是调节心情维度、不顾未来维度和快速决策维度。 同时，本研究验证了消费者网上信任在消费者冲动特质影响在线冲动消费行为的过程中起显著的调节作用，即消费者信任程度越高，其冲动性购买特质越容易转化为实际的在线冲动消费行为。 根据研究结果，本研究认为商家应该更准确地定位和区分目标群体。对于高信任的消费者而言，商家可以通过促销活动、商品描述、网站氛围营造等多种方式来引导消费者进行购物。而对于低信任的消费者而言，即使其冲动性购物特质较高，但依然很难产生实际的购物行为，此时重要的不是加大促销刺激，而应该尝试提高消费者信任程度，在此基础上再引导其购物行为。
英文摘要：	Abstract It has been discovered that the impulsive buying behavior is widely existed as a common irrational consumption behavior. Western researchers have studied the concept and its influential factors for more than 60 years, but mainly focus on traditional retailing consumptions. Based on empirical research, this study discusses people’s impulsive purchase behaviors on the internet. It has been discovered that, in the traditional consumption environment, impulsive buying tendency is an essential antecedent to customer’s impulsive buying behavior. And this thesis proved that it still works in electronic business field. Through empirical research, it is found that the six dimensions of consumers’ tendency of impulse buying online had significant positive impact on the impulse purchase behavior of consumers, but the degree of influence of each dimension are different. Among them, the impulsive shopping dimension has the largest influence on the customers’ online impulsive consumption behavior, followed by the non-planning dimension, and then the shopping experience dimension, the regulation of mood dimension, the regardless of the future dimension and the rapid decision-making dimension. Furthermore, the consumer trust plays an important role during the consumer online shopping decision-making process, this thesis verified the consumer trust in online consumer impulses tendency during the process of consumer behavior online impulse play a significant role in the regulation, namely, the higher the level of consumer trust, the easier the impulse buying tendency to be translated into actual online impulse consumer behavior. Based on the findings, this paper suggests that merchants should be more accurately locate and distinguish the target group. For the high trust consumers, merchants can conduct promotions; provide product descriptions, website and other methods to create an atmosphere to guide the consumer to make purchases. As for the low trust consumers, even if they have higher impulse shopping tendencies, still it is very difficult for them to have a real shopping behavior, at this time it is not important to increase sales boosts, but should try to increase consumer trust and provide further guidance on their shopping behavior based on this.
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