本文關(guān)鍵詞：基于感知風(fēng)險(xiǎn)的心流體驗(yàn)對在線沖動購買的影響研究　出處：《西北大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：線上商家為消費(fèi)者提供網(wǎng)絡(luò)購物服務(wù),并試圖創(chuàng)造一個(gè)方便安全的購物環(huán)境以實(shí)現(xiàn)消費(fèi)者的購物目標(biāo),從而達(dá)到商家自身的目的。在網(wǎng)絡(luò)購物情境下,消費(fèi)者既是互聯(lián)網(wǎng)的使用者,同時(shí)也是網(wǎng)絡(luò)服務(wù)的體驗(yàn)者。心流體驗(yàn)作為最優(yōu)體驗(yàn),可以用于體驗(yàn)研究和消費(fèi)者行為分析中�，F(xiàn)有研究已證實(shí)心流體驗(yàn)可以被用來解釋網(wǎng)絡(luò)環(huán)境中的消費(fèi)者行為,但是心流體驗(yàn)如何影響特定的在線消費(fèi)行為的研究還并不充分。本文結(jié)合我國的網(wǎng)絡(luò)購物環(huán)境以及消費(fèi)者特征,選取有網(wǎng)絡(luò)購物經(jīng)驗(yàn)的在線消費(fèi)者為研究對象,旨在探討心流體驗(yàn)與沖動性購買行為的關(guān)系,以及消費(fèi)者感知風(fēng)險(xiǎn)在這一關(guān)系中的調(diào)節(jié)作用。進(jìn)行了基于問卷調(diào)查法的實(shí)證分析,研究結(jié)果表明,第一,心流體驗(yàn)的三個(gè)維度(感知控制、專注和愉悅)均與沖動性購買行為正相關(guān),即進(jìn)入心流體驗(yàn)的消費(fèi)者容易發(fā)生沖動購買;第二,感知風(fēng)險(xiǎn)在心流體驗(yàn)的感知控制維度和專注維度與沖動性購買行為之間具有負(fù)向調(diào)節(jié)作用,在心流體驗(yàn)的愉悅維度與沖動性購買行為之間不具有調(diào)節(jié)作用,即感知風(fēng)險(xiǎn)越強(qiáng),感知控制、專注與沖動購買的關(guān)系越弱,而對于愉悅與沖動購買的關(guān)系無影響。根據(jù)實(shí)證結(jié)果,對結(jié)論進(jìn)行分析及討論,并在此基礎(chǔ)上提出未來的研究方向。
[Abstract]:Online merchants to provide consumers with online shopping service, and try to create a safe and convenient shopping environment for consumers shopping, so as to achieve the purpose of their own businesses. In the online shopping context, the consumer is not only the Internet users, and network service experience. Flow experience is the best experience, can be used to analyze the experience research and consumer behavior. The existing researches have proved that the flow experience can be used to explain consumer behavior in the network environment, but the heart of online consumer behavior how to affect the flow of specific experience is not sufficient. This combination of online shopping environment in China and the characteristics of consumers, select online shopping experience online consumers as the research object and the purpose is to explore the relationship between flow experience and impulse buying behavior, and perceived risks in this relationship adjustment Section. To conduct the empirical analysis of questionnaire based on the results of the study show that, first, the three dimensions of flow experience (perceived control, attention and pleasure) and impulsive buying behavior are positively correlated, that is to flow experience of consumers are prone to impulse buying; second, the perceived risk between the control dimension and focus the dimensions and impulsive buying behavior in the flow experience perception has a negative moderating effect, between the pleasure dimension and impulsive flow experience buying behavior does not have a regulatory role, namely perceived risk more strong, perceived control, relationship between attention and impulse buying more weak, and the relationship between pleasure and impulse buying influence. According to the empirical results, the results are analyzed and discussed, and put forward the direction of future research.

【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F724.6
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本文編號：1434801