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影响网购冲动消费行为因素分析—以双十一为例
时间：2023-04-12 23:19:10 下载该word文档
影响网购冲动消费行为因素分析——以双十一为例目录1绪论...................................................11.1研究背景.............................................11.2研究目的及意义.......................................11.3研究方法.............................................21.4研究内容.............................................21.5研究贡献度...........................................22文献综述...............................................32.1冲动性购买行为.......................................32.2冲动购买意愿.........................................52.3情感反应.............................................52.4网站特性.............................................62.5打折促销手段.........................................62.6个人冲动特质.........................................73研究方法...............................................73.1研究假设.............................................73.2研究框架.............................................93.3问卷设计............................................103.4样本的选择与容量.....................................123.5问卷试做............................................124研究结果与分析........................................124.1样本与回收率........................................124.2数据分析结果........................................125讨论与启示............................................195.1研究总结............................................195.2研究局限............................................215.3对未来研究的建议.....................................21参考文献................................................22[论文摘要]本文以双十一网络狂欢购物节为研究对象，目的是探讨影响网购冲动消费行为的因素，通过构建回归模型，探讨网站特性（包括网站知识性、视觉性、互动性）、打折促销手段和消费者个人冲动
特质与消费者积极情感反应的关系，积极情感反应与冲动性购买意愿的关系，冲动性购买意愿与实际冲动性购买行为的关系，通过随抽样法进行问卷发放，回收问卷数据对理论模型进行实证研究，运用IBMSPSSStatistics22对回收的403份有效调查问卷数据进行信度分析、回归模型分析，得出除网站知识性对积极情绪反应无显著性外，其他因素对于能够引发冲动购买意愿的积极情绪反应都有正向影响，从而为参与双十一的商家和消费者提出建议。[关键词]网站特性；打折促销手段；个人冲动特质；积极情绪反应；冲动购买[Abstract]ThepapertakestheDoubleElevenwhichisanonlineshoppingcarnivalastheresearchobject,thepurposeofwhichistoexplorethefactorsaffectingimpulsiveconsumptionbehaviorofonlineshopping.Byconstructingaregressionmodel,exploringtherelationshipbetweenthecharacteristicsofthewebsite(includingtheknowledge,visuality,interactivityofthewebsite,themeansofdiscountandpromotion,consumers'personalimpulsivecharacteristicsandconsumers'positiveemotionalreactions,therelationshipbetweenpositiveemotionalreactionsandimpulsivepurchaseintentions,andtherelationshipbetweenimpulsivepurchaseintentionsandactualimpulsivepurchasebehaviors,distributingthequestionnairebytherandomsamplingmethodandthencollectingthequestionnairedatatoconductempiricalresearchonthetheoreticalmodel,thispaperconductsreliabilityanalysisandregressionmodelanalysisonthevaliddataof403questionnairesby