网络购物节氛围对消费者冲动购物行为的刺激作用

商业研究

网络购物节氛围对消费者冲动购物行为的刺激作用

刘洋1,2，李琪1，殷猛3

（1.西安交通大学金融与经济学院,西安 710061；2.吉林财经大学管理科学与信息工程学院, 长春 130117；3.河南牧业经济学院物流与电子商务学院，郑州 450000）

收稿日期:2018-03-13 出版日期:2018-07-16
作者简介:刘洋（1981-），女，长春人，吉林财经大学管理科学与信息工程学院讲师，西安交通大学金融与经济学院博士研究生，研究方向：电子商务与网络经济；李琪（1955-），男，重庆人，西安交通大学金融与经济学院教授，博士生导师，经济学博士，研究方向：电子商务与网络经济；殷猛（1986-），本文通讯作者，男，河南驻马店人，河南牧业经济学院物流与电子商务学院讲师，经济学博士，研究方向：电子商务与网络经济。

The Influence of Internet Shopping Festival Atmosphere on Consumer Impulse Buying

LIU Yang1,2,LI Qi1,YIN Meng3

(1. School of Finance and Economics, Xi′an Jiaotong University, Xi′an 710061, China; 2. School of Management Science and Information Engineering, Jilin University of Finance and Economics, Changchun 130117, China;3.Logistics and E-commerce College,Henan University of Animal Husbandry and Economy, Zhengzhou 450000,China)

Received:2018-03-13 Online:2018-07-16

摘要/Abstract

摘要： 在网络交易环境下创造有感染力的消费购物氛围是重要的营销战略，本文以SOR理论为基础，将构成购物节氛围的外部刺激因素分为互动性、个性化、娱乐性和经济性四个维度，通过构建网络购物节氛围影响消费者冲动购物行为的研究模型分析网络购物节氛围下消费者的冲动购物行为。研究发现，购物节氛围的个性化、娱乐性和经济性显著正向影响消费者唤醒情绪，互动性、娱乐性和经济性显著正向影响消费者愉悦情绪；唤醒情绪显著影响消费者的愉悦感知，并与愉悦感知共同显著影响消费者的冲动购物行为。

关键词: 购物节, 购物节氛围, SOR模型, 冲动购物行为

Abstract: It is an important marketing strategy to create an infectious shopping atmosphere under the network trading environment. Based on the SOR theory, this paper divides the external stimulating factors that constitute the shopping festival atmosphere into four dimensions: interaction, individuation, entertainment and economy, and analyzes consumers impulse buying behavior in shopping atmosphere by constructing a research model of online shopping festival atmosphere affecting consumers impulse shopping behavior. It is found that the individualization, entertainment and economy of the shopping festival atmosphere have significantly positive influence on the consumers arousal emotion, and the interaction, entertainment and economy significantly affect consumers pleasurable mood, arousal emotion significantly affects consumers pleasure perception, and significantly influences consumers impulse buying behavior with pleasure perception.

Key words: shopping festival, shopping festival atmosphere, SOR model, impulse buying

刘洋1,2，李琪1，殷猛3. 网络购物节氛围对消费者冲动购物行为的刺激作用[J]. 商业研究.

LIU Yang1,2,LI Qi1,YIN Meng3. The Influence of Internet Shopping Festival Atmosphere on Consumer Impulse Buying[J]. 商业研究.

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