商业研究

商业研究

• 商经理论 • 上一篇    下一篇

基于流体验理论的强迫性购买行为研究：线上线下渠道的比较

贺和平，欧益花，向沙   

  1. （深圳大学 管理学院，广东 深圳 518060）
  • 收稿日期:2018-03-19 出版日期:2018-09-10
  • 作者简介:贺和平(1978-),男，湖北仙桃人，深圳大学管理学院副教授，管理学博士，研究方向：强迫性购买行为、体验营销；欧益花（1993-），女，广西梧州人，深圳大学管理学院研究生，研究方向：市场营销；向沙（1994-），女，湖北仙桃人，深圳大学管理学院研究生，研究方向：市场营销。
  • 基金资助:
    国家自然科学基金项目“基于PAT模型的网络强迫性购买行为机理研究:流体验的中介作用”，项目编号：71302108。

Research on Compulsive Buying Behavior based on Flow Experience Theory：A Comparison of Online and Offline Channels

HE He-ping, OU Yi-hua, XIANG Sha   

  1. (College of Management, Shenzhen University, Shenzhen 518060, China)
  • Received:2018-03-19 Online:2018-09-10

摘要： 流体验理论为理解强迫性购买行为提供了新的视角。基于对不同渠道消费者的问卷调查，本文分析购物流体验元素-消费者专注和愉悦-强迫性购买行为的关系，并进行线上渠道与线下渠道的比较，结果表明：在线下渠道中，消费者感知购物挑战会显著影响消费者专注，但不影响消费者愉悦；在线上渠道中，消费者感知购物挑战对消费者专注、消费者愉悦均不产生影响；无论在哪种渠道中，消费者购物技能都会显著正向影响消费者专注和愉悦；强迫性购买行为形成路径相同，消费者专注及愉悦都显著正向影响了强迫性购买行为。研究结论拓展了流体验理论对强迫性购买行为解释的外部效度，有助于消费者提升购物技能、购物专注和购物体验。

关键词: 流体验, 强迫性购买倾向, 线上渠道, 线下渠道

Abstract: The flow experience theory provides a new perspective for understanding compulsive buying behavior. Based on the questionnaire survey in online and offline consumers, this paper analyzes the relationships among shopping flow experience elements, consumer concentration and pleasure-compulsive buying behavior, and compares the differences of the relationships between online channel and offline channel. The results show that perceived shopping challenge of consumer has a significantly positive effect on consumer concentration, but has no effect on consumer pleasure in offline channel; in online channel, perceived shopping challenge has no impact on consumer concentration and pleasure; no matter in which channels, shopping skill will positively affect consumer concentration and pleasure significantly; both consumer concentration and pleasure will positively influence the compulsive buying behavior significantly in online and offline channels. The conclusion expands the external validity of flow experiential theory in explaining compulsive buying behavior and helps consumers to improve their shopping skills, concentration and experience.

Key words: flow experience, compulsive buying tendency, online channel, offline channel