网购商品的类型对在线冲动性购买行为的影响  

How Types of Online Products Affect Online Impulse Buying

作　　者：章璇[1] 景奉杰[1] 

机构地区：[1]华中科技大学管理学院,武汉430074

出　　处：《管理科学》2012年第3期69-77,共9页Journal of Management Science

基　　金：国家自然科学基金(70772055)~~

摘　　要：从在线销售商品在配送环节上的差别以及商品的享乐性角度探索性地研究消费者对不同类型网络商品在线冲动性购买的差异。在实验室环境下采用2(虚拟商品vs.实体商品)×2(享乐品vs.实用品)组间实验检验消费者对4类在线销售商品购买意愿的差异,验证商品与消费者间时间距离的影响及其与商品享乐属性的交互作用。为增加实验室实验研究结论的外部有效性,采用3个在线模拟网上购物的现场实验,以被试的在线订单数据而非自我报告的购买意愿验证实验室实验的研究结论。自变量的操纵是在网络商店中设置不同类型的商品,分别以消费者自我汇报的购买意愿和模拟网店中的订单数据为结果变量进行测量,实验室实验和在线网络购物模拟实验的共同使用增加了研究结果的内部和外部有效性。研究结果表明,总体而言消费者在线购买虚拟商品的意愿和冲动性购买比例要高于在线购买实体商品的意愿和冲动性购买比例,消费者对享乐性虚拟产品的购买意愿和冲动性购买比例最高,虚拟的享乐品购买意愿和冲动性购买比例差异显著高于虚拟的实用品,实体享乐品与实体实用品的购买意意和冲动性购买比例差异不太显著。该结论对在线零售商针对不同产品类别进行销售和采用相适应的促销手段有积极的指导意义。This study investigate the impact of deliveries and types of products on consumer online impulse buying. A lab experi- ment designed 2 （virtual vs. actual product） 2 （hedonic luxuries vs. utilitarian necessities） between-groups to examine consum- er＇s different purchase intention on 4 types of online products. Specifically, this study try to verify the main effect of temporal distance and interaction effect of temporal distance and types of products on purchase intention. Three online field experiments which measured consamers＇s purchase intention by were done to validate those hypotheses in the simulated internet store by on- line order data instead of self-report method. This study controlled independent variable by set different types of products and meaures the dependent variable by consumer＇s self-report and online order data. Multi-experiments of lab and field guarantee the internal and external validity of research findings. The results found online buyers more likely bought the virtual products impul- sively than actual products generally. There is the highest impulse buying percentage on hedonic virtual luxuries as well as there are biggest differences between the virtual-hedonic products and virtual-utilitarian products while it isn＇t obvious for actual prod- uets. Based on this finding, authors give related suggestions on classifying online products and take suitable promotion which will benefit online retailing.

关 键 词：享乐品 实用品 虚拟商品 实体商品 在线冲动性购买 在线模拟实验 

分 类 号：F713.36[经济管理—产业经济]