本文關(guān)鍵詞：網(wǎng)絡(luò)促銷下消費(fèi)者沖動(dòng)性購(gòu)買意愿的研究　出處：《哈爾濱工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著互聯(lián)網(wǎng)的飛速發(fā)展,網(wǎng)絡(luò)購(gòu)物成為當(dāng)前最流行的購(gòu)物模式,網(wǎng)絡(luò)購(gòu)物可以節(jié)省消費(fèi)者時(shí)間,使其隨時(shí)隨地進(jìn)行購(gòu)買。網(wǎng)絡(luò)商家間的競(jìng)爭(zhēng)越來(lái)越激烈,為了在競(jìng)爭(zhēng)中獲得更多的市場(chǎng)份額,網(wǎng)絡(luò)商家在網(wǎng)絡(luò)上推出各類促銷活動(dòng),意圖吸引更多消費(fèi)者。研究學(xué)者認(rèn)為傳統(tǒng)促銷能夠促進(jìn)消費(fèi)者的沖動(dòng)性購(gòu)買,由于網(wǎng)絡(luò)購(gòu)物的便捷性更易激發(fā)消費(fèi)者的沖動(dòng)性購(gòu)買意愿,進(jìn)而產(chǎn)生購(gòu)買行為。促銷的效果最大化是商家促銷的目的,因此本文選擇研究網(wǎng)絡(luò)促銷下消費(fèi)者的沖動(dòng)性購(gòu)買意愿。本文通過(guò)對(duì)現(xiàn)有沖動(dòng)性購(gòu)買行為的定義、分類、影響因素的相關(guān)文獻(xiàn)的分析,以消費(fèi)者的沖動(dòng)性購(gòu)買特質(zhì)作為網(wǎng)絡(luò)促銷和沖動(dòng)性購(gòu)買意愿的中介變量,將網(wǎng)絡(luò)信任作為調(diào)節(jié)變量,提出了論文研究模型。并通過(guò)對(duì)學(xué)者們量表的完善,設(shè)計(jì)出了本研究的問卷。利用統(tǒng)計(jì)學(xué)軟件SPSS通過(guò)描述性統(tǒng)計(jì)分析、相關(guān)分析和回歸分析對(duì)數(shù)據(jù)進(jìn)行處理,對(duì)文中根據(jù)相關(guān)理論和分析提出的假設(shè)進(jìn)行了檢驗(yàn)。本文通過(guò)對(duì)樣本數(shù)據(jù)進(jìn)行實(shí)證分析,得到結(jié)論如下:(1)網(wǎng)絡(luò)促銷能夠顯著影響消費(fèi)者的沖動(dòng)性購(gòu)買意愿;(2)沖動(dòng)性購(gòu)買特質(zhì)在網(wǎng)絡(luò)促銷和沖動(dòng)性購(gòu)買意愿有中介作用;(3)網(wǎng)絡(luò)信任對(duì)消費(fèi)者沖動(dòng)性購(gòu)買意愿有調(diào)節(jié)作用。最后本研究基于研究結(jié)論,對(duì)電商和網(wǎng)絡(luò)零售商提出幾點(diǎn)營(yíng)銷管理建議:(1)根據(jù)促銷時(shí)機(jī)、產(chǎn)品類型慎重選擇促銷策略;(2)對(duì)于促銷策略的宣傳,應(yīng)該新穎獨(dú)特,使其能夠瞬間引起消費(fèi)者的注意力;(3)電商和網(wǎng)絡(luò)零售商應(yīng)該齊心協(xié)力通過(guò)對(duì)網(wǎng)站的維護(hù)、提高商品質(zhì)量和售后服務(wù)提升消費(fèi)者的網(wǎng)絡(luò)信任,從而使消費(fèi)者更有欲望去購(gòu)買商品。
[Abstract]:With the rapid development of the Internet, online shopping has become the most popular shopping mode. Online shopping can save consumers time and make them purchase at any time and anywhere. The competition between online merchants is becoming more and more fierce. In order to gain more market share in the competition, online merchants launch all kinds of promotional activities on the Internet, with the intention of attracting more consumers. Researchers believe that traditional promotions can promote consumers' impulse buying. Because of the convenience of online shopping, it is easier to stimulate consumers' impulsive purchase intention, and then produce purchase behavior. The purpose of business promotion is to maximize the effect of sales promotion. Therefore, this paper chooses to study consumers' impulsive purchase intention under internet promotion. Through the definition, classification, influencing factors of the relevant literature analysis of the existing impulsive buying behavior. Taking the impulsive purchase trait of consumers as the intermediary variable of network promotion and impulse purchase intention, taking network trust as the regulating variable, this paper puts forward the research model of this paper, and through the improvement of scholars' scale. The questionnaire of this study was designed. The data were processed by descriptive statistical analysis, correlation analysis and regression analysis using the statistical software SPSS. This paper tests the hypothesis based on the relevant theory and analysis. This paper makes an empirical analysis of the sample data. The conclusion is as follows: (1) Internet promotion can significantly affect consumers' impulsive purchase willingness; (2) impulsive purchase traits play an intermediary role in internet promotion and impulsive purchase intention; Finally, based on the conclusions of the study, several marketing management suggestions for e-commerce and online retailers are put forward. Careful selection of promotional strategies for product types; 2) to promote the promotion strategy, should be novel and unique, so that it can instantly attract the attention of consumers; Ecommerce and online retailers should make concerted efforts to improve the quality of goods and after-sales service to enhance consumers' online trust through the maintenance of websites, so that consumers have more desire to buy goods.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F713.55

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