在线消费者冲动性购买行为研究评析  

Study of Online Impulsive Purchasing Behavior

作　　者：王全胜[1] 韩顺平[1] 

机构地区：[1]南京大学管理学院,南京210093

出　　处：《经济问题》2009年第7期37-39,共3页On Economic Problems

基　　金：国家自然科学基金项目(70772035)阶段性成果

摘　　要：占据产品销量30％～50％的传统冲动性购买现象同样发生在因特网上，随着越来越多企业涉足因特网，如何利用网站来吸引消费者和刺激他们产生冲动购买欲望，已经成为学界和业界普遍关注的焦点。有关在线冲动性购买行为方面的研究在国外也刚刚开始起步。试图以传统冲动性购买研究为线索，对现有的冲动性购买展开分析，并重点探讨在线冲动性购买形成机理，指出目前研究所存在的不足，并提出了在我国开展该领域研究的思路。Traditional impulsive purchasing behavior accounting for 30% - 50% products selling also emerges in Internet. With more and more enterprises sell their product online, how to use websites to attract consumers and stimulate them to purchase impulsively has become the focus of practices and researches. Now the study of the online consumer impulsive behavior has made little progress. This paper tries to follow the traditional researches of impulsive behavior and analyses the research status of online impulsive purchasing, in particular the formation mechanism of online impulsive purchasing. Then, based on the limitations of existing studies a prospect on the further study in this field is suggested.

关 键 词：在线冲动性购买 网站设计 购物氛围 形成机理 

分 类 号：F014.5[经济管理—政治经济学]