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  本文選題：產(chǎn)品稀缺效應　切入點：線上消費　出處：《華僑大學》2015年碩士論文

【摘要】：沖動購買現(xiàn)象在人們的日常生活中經(jīng)常出現(xiàn)。隨著人們生活水平的不斷提升,沖動購買的消費人群越來越多,很多消費者都逐漸呈現(xiàn)沖動購買的意愿。越來越多的女性成為各行業(yè)的積極參與者,女性在社會生活中的作用日益突出。隨著女性消費者購買能力的不斷提升,新的消費增長點逐漸形成,并向網(wǎng)絡消費轉移。面對網(wǎng)絡市場日益激烈的競爭,各網(wǎng)絡商家都急于尋找競爭優(yōu)勢所在,通過采取新的網(wǎng)絡營銷手段來吸引網(wǎng)上消費者(尤其是女性)。為了獲得更大的利潤和市場占有率,商家們開始將目光投向了“線上營銷”這種較為新興的營銷方式。近年來,關于產(chǎn)品稀缺效應對女性線上沖動購買意愿的研究很少;關于沖動購買意愿的研究主要集中在其特征、含義以及其影響因素上,而將女性線上消費和沖動購買意愿結合起來的研究甚少,實證研究更是缺乏。因此,本研究以女性消費群體為研究對象,在總結前人研究的基礎上,將傳統(tǒng)沖動購買的研究框架應用于線上購物,并結合產(chǎn)品稀缺效應的特點,提出了本研究的研究模型,試圖通過對女性消費者情感感知價值的研究,提出產(chǎn)品稀缺效應對女性線上沖動購買意愿的作用,為產(chǎn)品稀缺效應的實際運用提供建議和指導。本研究論述了在網(wǎng)絡環(huán)境背景下,產(chǎn)品稀缺效應對女性線上沖動購買意愿的研究背景和意義、研究目的和內(nèi)容、研究方法和技術路線;在女性線上消費領域中,回顧相關文獻并進行總結;本研究在前人有關情感感知價值的理論研究基礎上,構建了產(chǎn)品稀缺效應與女性沖動購買意愿的關系模型,并引入了情感感知價值作為中介變量;最后,基于產(chǎn)品稀缺效應調查數(shù)據(jù)的回歸分析結果,驗證假設并修正模型。研究結果表明:產(chǎn)品稀缺效應與線上沖動購買意愿之間存在積極的正向關系;情感感知價值在產(chǎn)品稀缺效應與線上沖動購買意愿之間起到顯著中介作用�；趯嵶C研究的結論,本研究為網(wǎng)絡商家實施有效線上營銷策略提供了若干建議;同時討論了本研究的局限性以及未來的研究方向。
[Abstract]:Impulse buying often occurs in people's daily life.With the improvement of people's living standard, more and more people buy impulsively.More and more women become active participants in various industries, and the role of women in social life is increasingly prominent.With the increasing purchasing power of female consumers, new consumption growth points are gradually formed and transferred to internet consumption.In order to gain more profit and market share, merchants began to look to the "online marketing", a relatively new marketing method.In recent years, there has been little research on the effect of product scarcity on women's online impulse purchase willingness, while the research on impulse purchase intention is mainly focused on its characteristics, meaning and influencing factors.However, there is little research on the combination of online consumption and impulse purchase intention, and empirical research is even less.Therefore, this research takes the female consumer group as the research object, on the basis of summarizing the previous research, applies the traditional impulse purchase research frame to the on-line shopping, and combines the characteristic of the product scarcity effect, puts forward the research model of this research.Through the research on the emotional perception value of female consumers, this paper puts forward the effect of product scarcity effect on women's online impulse purchase willingness, and provides suggestions and guidance for the practical application of product scarcity effect.This study discusses the research background and significance of product scarcity effect on women's online impulse purchase intention, research purpose and content, research methods and technical route under the background of network environment, in the field of women's online consumption, the research background and significance of product scarcity effect on women's online impulse purchase intention, the research purpose and content, the research method and the technical route;Finally, based on the results of regression analysis, the hypothesis is verified and the model is modified.The results show that there is a positive positive relationship between the product scarcity effect and the online impulse purchase intention, and the emotional perceived value plays a significant role in mediating between the product scarcity effect and the online impulse purchase intention.Based on the conclusions of empirical research, this study provides some suggestions for online merchants to implement effective online marketing strategies, and discusses the limitations of this study and the future research direction.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.55

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本文編號：1727012