本文關鍵詞：電子類創(chuàng)新產品的沖動性購買影響研究　出處：《電子科技大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 沖動性購買 產品創(chuàng)新 人際影響 感知風險 消費者創(chuàng)新性

【摘要】：沖動性購買具有普遍性和復雜性,幾十年來一直是學界和業(yè)界關注的熱點問題。創(chuàng)新產品的市場推廣是營銷關注的重點,如何由推出到被消費者廣為接受,是個重要而又有趣的議題,因此有必要研究消費者對創(chuàng)新產品的沖動性購買,并發(fā)現沖動性購買深層次的影響效應,尤其是消費者所處的社會群體對其沖動性購買意愿的影響。本文從產品視角和消費者視角來研究電子類創(chuàng)新產品的沖動性購買。一、從產品創(chuàng)新類型來研究其對沖動性購買的影響,并從感知風險和人際影響角度來探究它們所起的調節(jié)作用;二、從消費者創(chuàng)新性研究其對沖動性購買的影響,并從獨特性需求和人際影響角度來探究它們所起的調節(jié)作用。產品視角的研究結果表明,外觀創(chuàng)新、功能創(chuàng)新、象征創(chuàng)新正向影響沖動性購買意愿,操作創(chuàng)新未對沖動性購買意愿起顯著影響;象征創(chuàng)新對沖動性購買意愿的影響最大,功能創(chuàng)新次之;感知績效風險、心理風險、社交風險對創(chuàng)新類型和沖動性購買意愿的關系起負向調節(jié)作用;人際影響的調節(jié)效應中,規(guī)范性影響顯著提高創(chuàng)新類型對沖動性購買意愿的影響,信息性影響未起到調節(jié)作用。消費者視角的研究結果表明,消費者創(chuàng)新性對創(chuàng)新產品具有顯著的沖動性購買意愿,促使沖動性購買發(fā)生;獨特性需求對消費者創(chuàng)新性和沖動性購買意愿關系的調節(jié)效應顯示,創(chuàng)造性選擇起到了正向調節(jié)作用,而非主流選擇與回避相似性未起到調節(jié)作用;人際影響的調節(jié)效應顯示,規(guī)范性影響提高了消費者創(chuàng)新性對沖動性購買意愿的影響,而信息性影響沒有起到調節(jié)作用。創(chuàng)新類型和消費者創(chuàng)新性都會對沖動性購買產生影響,因此對于創(chuàng)新企業(yè)而言,如果在創(chuàng)新類型上多做創(chuàng)新努力,有效發(fā)掘或引導消費者創(chuàng)新性,可以有效提高消費者的購買熱情和沖動性購買。另外,感知風險、獨特性需求、人際影響都會調節(jié)消費者對創(chuàng)新產品的沖動性購買,因此消除消費者對創(chuàng)新產品的感知風險,提高產品附加值,創(chuàng)造群體沖動性購買的氛圍等也是有效提高消費者進行沖動性購買的策略。
[Abstract]:Impulse buying the universality and complexity of decades in academia and industry is the focus of attention. Innovative products in the market is the focus of marketing concern, how to be launched by consumer acceptance is an important and interesting issue, so it is necessary to study the consumers buy on impulse innovative products and, that impulse buying deep impact effect, especially the consumers of social groups to affect impulse buying intention. This paper from the product perspective and the consumer perspective to study the electronic product innovation impulse buying. First, to study its effect on the impulse buying from the type of product innovation. From the risk perception and interpersonal influence perspective to explore the regulatory role; two, to study its effect on the impulse buying from consumer innovation, and from the unique needs and interpersonal influence angle To explore effect of them. The results show that from the perspective of research on product appearance, innovation, function innovation, symbol of innovation positive influence impulse buying intention, the operation innovation does not on impulse buying intention has significant effect on impulse buying; symbol of innovation of the greatest influence, the function of innovation; perceived performance risk psychological risk, social risk, the relationship between the innovation type and impulse buying intention from the negative regulation; regulatory effect of interpersonal influence and normative influence significantly improve the innovation on impulse buying intention influence information influence did not play a regulatory role. The research results show that the perspective of consumers, consumer innovation impulsive purchase intention significantly for innovative products, promote impulse buying; show the moderating effect of the unique needs of consumers purchase intention and impulse of innovation , creative selection plays a positive regulatory role, while non mainstream selection and avoidance of similarity did not play a regulatory role; show the moderating effect of interpersonal influence and normative influence improve the effect of consumer innovativeness on impulse buying intention, while the information influence did not play a regulating role of innovation type and consumer innovation. Will have an impact on impulse buying, so for the innovation of the enterprise, if do more innovation efforts in innovation, explore or guide consumer innovation, can effectively improve the consumer buying enthusiasm and impulsive buying. In addition, perceived risk, unique needs, interpersonal influence will regulate consumers to buy on impulse innovative products, innovative products for consumers to eliminate perceived risk, improve the added value of the products, create a group of impulsive buying atmosphere is effectively improved by consumers An impulsive purchase strategy.

【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55

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相關期刊論文 前1條

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本文編號：1429119