沖動購買作為一種特殊的現(xiàn)象,得到了市場研究人員、心理學家、市場管理人員、政策制定者等的廣泛關注,并在線下進行了大規(guī)模研究。有初步證據(jù)表明,沖動購買在網(wǎng)絡環(huán)境下非常普遍。隨著電子商務的迅猛發(fā)展,在網(wǎng)絡環(huán)境下研究沖動購買既是需求也是機遇。沖動購買時,消費者體驗到一種突然的、習慣性的強烈且極其渴望購買商品的沖動。線上沖動購買已經(jīng)引起越來越多的學科領域關注。作為一種無計劃的購買決定,線上沖動購買受到很多因素影響,如:享樂主義,實用主義,網(wǎng)站質量,主觀實用性,主觀易用性,商品外表,稀缺性和偶然性等。這些都促進了在線沖動購買。本文的目的是研究網(wǎng)站質量,信用卡的使用,促銷活動,享樂和實用主義,主觀實用性,主觀易用性,稀缺性和偶然性對于線上沖動購買的影響。此外,我們調(diào)查了促銷活動和信用卡在網(wǎng)站質量和線上沖動購買關系中的適度影響作用。享樂購物價值的五個維度,包括社交式購物、探索式購物、理念式購物、價值式購物、放松式購物,在兩種情景因素（稀缺性和偶然性）和中國社交商務環(huán)境中的線上沖動購買關系中有適度影響作用。在線單獨調(diào)查了來自中國四個大城市——北京、上海、天津、南京——的2000名線上購物者。采用隨機抽樣... 

【文章來源】：北京郵電大學北京市 211工程院校 教育部直屬院校

【文章頁數(shù)】：142 頁

【學位級別】：博士

【文章目錄】：
摘要
ABSTRACT
Chapter 1 Introduction
    1.1 Background
    1.2 Motivation
    1.3 Research Objectives
    1.4 Research Questions
    1.5 Significance of the study
    1.6 Contributions of the study:
        1.6.1 Major Contribution of dissertation in terms of publications
    1.7 Research Contents and Dissertation Structure
Chapter 2 Literature Review
    2.1 Introduction:
    2.2 Impulse Buying Behavior
        2.2.1 Definition of Impulsive Buying
        2.2.2 Types of Impulse Buying
    2.3 Online Impulse Buying
    2.4 Website Quality
    2.5 Sales Promotion
    2.6 Use of Credit Card
    2.7 Shopping Values
    2.8 Scarcity
    2.9 Serendipity Information
    2.10 Technology Acceptance Model
    2.11 A taxonomy structure of online impulse buying variables
        2.11.1 Online impulse buying stimulus
        2.11.2 Online Impulse buying organism and response
    2.12 Summary
Chapter 3 Hypotheses Development and Research Framework
    3.1 Introduction
    3.2 Hypotheses Development and Determinants of OIBB
        3.2.1 Website Quality
        3.2.2 Sales Promotion
        3.2.3 Use of Credit Card
        3.2.4 Hedonic and Utilitarian motivation
        3.2.5 Perceived Usefulness
        3.2.6 Perceived Ease of Use
        3.2.7 Scarcity
        3.2.8 Serendipity
        3.2.9 Social Shopping
        3.2.10 Adventure Shopping
        3.2.11 Value Shopping
        3.2.12 Relaxation Shopping
        3.2.13 Idea Shopping
    3.3 Summary
Chapter 4 Website Quality and Online Impulse Buying Behavior
    4.1 Introduction
    4.2 Research Design and Methodology
        4.2.1 Procedure
        4.2.2 Measurement of Variables
    4.3 Data Analysis and Results
        4.3.1 Hypotheses Testing Results
        4.3.2 Robustness Check Using Respondents' Demographics as Control Variables
    4.4 Discussions
    4.5 Summary
Chapter 5 Online Impulse Shopping on "Double Eleven" Shopping Festival
    5.1 Introduction
    5.2 Research Methods
（study one）">        5.2.1 Questionnaire,（study one）

        5.2.2 Measures of Independent, dependent and moderator Variables
（Study two）">    5.3 Interview,^{（Study two）}

    5.4 Results and Hypotheses Testing
        5.4.1 Missing Value Treatment
        5.4.2 Multicollinearity Issue
        5.4.3 Common Method Variance and Non-Response Bias
        5.4.4 Structure Model Results
（Study two）">    5.5 Results and Discussions^{（Study two）}

    5.6 Discussion
    5.7 Summary
Chapter 6 Chinese Social Commerce Environment
    6.1 Introduction
    6.2 Research Methodology
        6.2.1 Measurements of Exogenous and Endogenous variables
        6.2.2 Analysis Techniques
    6.3 Measurement Model
    6.4 Results and Findings
        6.4.1 EFA and CFA
        6.4.2 CFA
        6.4.3 Reliability and Convergent Validity
        6.4.4 Discriminant Validity
        6.4.5 Common Bias Method
    6.5 Results of Hypotheses Testing
        6.5.1 The Results of Moderating effects
    6.6 Discussion with Results
    6.7 Summary
Chapter 7 Implications, Limitations, Future Recommendations and Conclusion
    7.1 Implications for Online Retailers Marketing Managers and Web Developers
    7.2 Limitations and Future Directions
    7.3 Conclusion
References
Acknowledgements
Dedication
Appendix
List of Publications
Achievements



本文編號：2952530

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