| 网站特性对在线冲动性购买影响的实证研究 |
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| 引用本文： | 尚慧娟,吴金南.网站特性对在线冲动性购买影响的实证研究[J].安徽工业大学学报,2014(2):212-217. |
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| 作者姓名： | 尚慧娟 吴金南 |
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| 作者单位： | [1]安徽工业大学商学院,安徽马鞍山243032 [2]复旦大学管理学院,上海200433 |
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| 基金项目： | 国家自然科学基金项目（71101065,71302140,71371013）;中国博士后科学基金项目（2013M541470） |
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| 摘 要： | 相比传统购物模式,网络环境下在线消费者更易因各种不确定性因素而采取冲动性购买。本研究以B2C购物网站为对象,从网站特性视角对在线冲动性购买的影响因素及其作用机理进行理论分析和实证检验。使用SPSS13.0统计分析的方法对200个样本数据进行因子分析和回归分析。结果表明,网站信息质量以及推荐功能对冲动性购买呈正向影响;冲动性特质明显的消费者更可能做出冲动性网购决策。
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| 关 键 词： | 冲动性购买 网站特性 冲动性特质 视觉审美 |
Empirical Research of the Impact of Website Characteristics on Online Impulsive Purchasing |
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| SHANG Huijuan,WU Jinnan.Empirical Research of the Impact of Website Characteristics on Online Impulsive Purchasing[J].Journal of Anhui University of Technology,2014(2):212-217. |
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| Authors: | SHANG Huijuan WU Jinnan |
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| Affiliation: | 1. School of Business, Anhui University of Technology, Ma＇anshan 243032, China;2. School of Management, Fudan University, Shanghai 200433, China) |
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| Abstract: | Compared with traditional shopping, online consumers more easily make impulsive purchasing because of various uncertain factors in online shopping context. B2C shopping website is the focus of this study, and from the perspective of website characteristic, the affecting factors and its function mechanism of online impulsive purchasing are analyzed theoretically and tested empirically. Then a factor analysis and regression analysis are made with data from 200 samples by using the SPSS 13.0 statistical analysis tool. The results show that both information quality and recommendation function have positive impacts on impulsive purchasing; Consumers demonstrating significant impulsivity traits are more likely to make online impulsive purchasing decision. |
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| Keywords: | impulsive purchasing website characteristics impulsivity traits visual aesthetic |
| 本文献已被 CNKI 维普 等数据库收录！ |
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