發(fā)布時(shí)間：2018-03-11 18:26

  本文選題：線上沖動(dòng)性購買　切入點(diǎn)：消費(fèi)者滿意度　出處：《南京理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：沖動(dòng)性購買是一種非常普遍的消費(fèi)行為,對(duì)這一行為的研究已有近70年的歷史。近年來,由于技術(shù)的進(jìn)步與消費(fèi)觀念的轉(zhuǎn)變,沖動(dòng)性購買在我國已非常普遍�，F(xiàn)有研究主要基于傳統(tǒng)零售環(huán)境,且大多是對(duì)"購前行為"的研究。僅有少量學(xué)者探討了沖動(dòng)性購買后的問題。然而購物網(wǎng)站除了要重視引發(fā)沖動(dòng)性購買的因素,還應(yīng)考慮沖動(dòng)性購買后的行為與態(tài)度,尤其是購買后的滿意度水平。滿意度是影響消費(fèi)者再購意愿的最主要的因素,提高滿意度可以增加企業(yè)利潤、擴(kuò)大市場占有率。對(duì)網(wǎng)店來說,滿意度顯得格外重要,顧客的滿意度水平直接導(dǎo)致其對(duì)網(wǎng)店和商品的評(píng)價(jià),而好評(píng)率是網(wǎng)店生存的根本。為此,本文從網(wǎng)購環(huán)境下沖動(dòng)性購買后滿意度視角出發(fā),探討了個(gè)體特征對(duì)線上沖動(dòng)性購買的影響、線上沖動(dòng)性購買是否能夠通過失驗(yàn)來影響消費(fèi)者滿意度以及在這一過程中社會(huì)比較傾向可能存在的調(diào)節(jié)作用。研究表明,線上沖動(dòng)性購買對(duì)失驗(yàn)和消費(fèi)者滿意度有顯著的負(fù)向影響,并且社會(huì)比較傾向正向調(diào)節(jié)線上沖動(dòng)性購買與失驗(yàn)間的關(guān)系,失驗(yàn)在線上沖動(dòng)性購買對(duì)消費(fèi)者滿意度的影響中起部分中介作用。希望這些結(jié)論能夠?qū)徫锞W(wǎng)站和網(wǎng)店的經(jīng)營具有指導(dǎo)價(jià)值。
[Abstract]:Impulse buying is a very common consumption behavior, which has been studied for nearly 70 years. In recent years, due to the development of technology and the change of consumption concept, Impulse buying has become very common in China. The existing research is mainly based on the traditional retail environment, Only a few scholars have explored the problem after impulsive purchase. However, shopping websites should not only pay attention to the factors that lead to impulsive purchase, but also consider the behavior and attitude after impulsive purchase. Especially the level of satisfaction after purchase. Satisfaction is the most important factor that affects consumers' willingness to repurchase. Increasing satisfaction can increase the profits of enterprises and expand the market share. The level of customer satisfaction directly leads to the evaluation of online stores and commodities, and the high praise rate is the root of the survival of online stores. Therefore, this paper starts from the perspective of satisfaction after impulsive purchase in the online shopping environment. This paper discusses the influence of individual characteristics on online impulsive purchase, whether online impulsive purchase can influence consumer satisfaction through loss of experience, and the possible regulatory role of social comparative tendency in this process. The online impulsive purchase has a significant negative effect on loss and consumer satisfaction, and social comparison tends to positively regulate the relationship between online impulsive purchase and failure. It is hoped that these conclusions will be of guiding value to the management of shopping websites and online stores.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55

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