网络环境下促销及口碑对冲动购买的影响——基于情景模拟法的因子探析  

Research on the Influence of Promotion and Online Word of Mouth on Impulse Buying under Network Environment Based on Scenario Method

作　　者：周星[1] 雷俊杰[1] 邹俊毅[1] 

机构地区：[1]厦门大学管理学院,福建厦门361005

出　　处：《经济管理》2011年第3期150-158,共9页Business and Management Journal ( BMJ )

基　　金：科技部软科学研究计划"经济转型期企业社会责任的践行与企业能力协同效应研究"(2010GXQ5D340)

摘　　要：本文基于文献梳理和深度访谈,提出了网络背景下促销及网络口碑对冲动购买作用的研究模型,并采用情景模拟法,设计多因子组间实验探讨促销、网络口碑及二者的交互作用对冲动购买的影响,以及冲动特质和产品涉入是否干扰促销及网络口碑对冲动购买的作用。On the basis of literature review and depth interviews, the research introduces a model to explore the influence of promotion and online word-of-mouth on impulse buying under network environment. The scenario method and multi-factor between-subject experiment is performed to discuss promotion, online word-of-mouth and their interaction on online impulse buying, and whether impulse buying tendency and product involvement modulate the effect of promotion and online word-of-mouth to impulse buying or not.

关 键 词：网络口碑 网络冲动购买 影响因子 

分 类 号：F713.55[经济管理—市场营销]