本文選題：網(wǎng)站特征　切入點(diǎn)：感知有用性　出處：《南京理工大學(xué)》2017年碩士論文

【摘要】：信息時代的變革將人們的生活引領(lǐng)至一個全新的境界,而以信息化和數(shù)字化為特征的網(wǎng)絡(luò)通信技術(shù)亦顛覆了傳統(tǒng)單一的線下消費(fèi)模式,互聯(lián)網(wǎng)作為新興的購物媒介,以其獨(dú)特的優(yōu)勢影響著人們的消費(fèi)習(xí)慣,因而受到越來越多消費(fèi)者的青睞。沖動性購買作為消費(fèi)者日常生活中一種非常普遍而特殊的現(xiàn)象,也隨之由傳統(tǒng)的零售交易環(huán)境延伸至電子商務(wù)環(huán)境,并爆發(fā)出更強(qiáng)烈的熱潮。營銷學(xué)和心理學(xué)等領(lǐng)域的眾多學(xué)者已從產(chǎn)品特征、個體特質(zhì)和情境要素方面入手對傳統(tǒng)零售環(huán)境中的沖動性購買進(jìn)行了深入研究,但是關(guān)于線上情境中消費(fèi)者的沖動性購買行為,尤其是網(wǎng)站特征作為環(huán)境刺激對此的影響并未引起廣泛關(guān)注�；谏鲜霰尘�,本研究以"S-O-R"理論為基礎(chǔ)框架,結(jié)合技術(shù)接受模型理論、環(huán)境心理學(xué)和消費(fèi)者行為學(xué)觀點(diǎn),針對網(wǎng)絡(luò)購物環(huán)境的特點(diǎn),以網(wǎng)站特征為環(huán)境刺激要素,構(gòu)建了線上情境下消費(fèi)者沖動性購買形成的整合模型。通過問卷調(diào)查和數(shù)據(jù)分析,本研究得出如下結(jié)論:網(wǎng)站的經(jīng)濟(jì)性、互動性、知識性和視覺性對消費(fèi)者的感知有用性和感知愉悅有顯著正向影響,且相比較而言,知識性和視覺性這兩個特征的影響力較強(qiáng);網(wǎng)站的安全性僅對感知有用性有顯著正向影響,而知名度對感知有用性和感知愉悅均無顯著影響。同時,作為個體認(rèn)知和情感反應(yīng)的代表變量,感知有用性和感知愉悅均對沖動性購買意愿有顯著正向影響,且感知愉悅可以完全中介感知有用性對沖動性購買意愿的作用。此外,消費(fèi)者的沖動性特質(zhì)能夠正向調(diào)節(jié)沖動性購買意愿和行為間的關(guān)系。
[Abstract]:The revolution of the information age leads people's life to a new state, and the network communication technology characterized by information and digitization also subverts the traditional single offline consumption mode, and the Internet is a new shopping medium. With its unique advantages, it affects people's consumption habits, and is therefore favored by more and more consumers. Impulse buying is a very common and special phenomenon in the daily life of consumers. It also extended from the traditional retail trading environment to the e-commerce environment, and a stronger upsurge broke out. Many scholars in the fields of marketing and psychology have started from product characteristics. In the aspect of individual characteristics and situational factors, the impulse purchase in traditional retail environment is deeply studied, but the impulsive purchase behavior of consumers in online situation is discussed. In particular, the impact of website features as an environmental stimulus has not attracted much attention. Based on the above background, this study is based on the "S-O-R" theory, combined with the technology acceptance model theory, environmental psychology and consumer behavior. According to the characteristics of the online shopping environment, this paper constructs an integrated model of consumers' impulsive buying in the online context, taking the website characteristics as the environmental stimulus elements, through questionnaire survey and data analysis. The conclusions of this study are as follows: the economy, interactivity, knowledge and vision of websites have significant positive effects on consumers' perceived usefulness and perceived pleasure, and compared with each other, the two characteristics of knowledge and vision have a strong influence; The security of website only has a significant positive effect on perceived usefulness, while popularity has no significant effect on perceived usefulness and perceived pleasure. Both perceived usefulness and perceived pleasure have significant positive effects on impulsive purchase intention, and perceived pleasure can completely mediate the effect of perceived usefulness on impulsive purchase intention. The impulsive characteristics of consumers can positively regulate the relationship between impulsive purchase intention and behavior.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55

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本文編號：1683192