电子商务环境下消费者冲动性购买影响因素研究  

An Experimental Research on Factors Influencing Consumers' Online Impulse Buying

作　　者：张圣亮[1] 陈流亮[1] 

机构地区：[1]中国科学技术大学,安徽合肥230026

出　　处：《上海管理科学》2013年第4期20-24,共5页Shanghai Management Science

基　　金：国家自然科学基金项目(70872101)--服务失误与补救实证研究

摘　　要：通过文献研究、深度访谈和预调查,提炼了26个影响消费者网上冲动性购买的因素;通过问卷调查和探索性因子分析、验证性因子分析,将26个因素归纳为6类;采用主成份分析方法计算出6类因素权重从高到低依次是"降价让利促销"、"全面购物承诺"、"良好交易记录"、"优质互动服务"、"优良网店建设"和"详尽产品介绍";通过独立样本T检验和ANOVA单因素方差分析发现,消费者性别、年龄和受教育程度对网上冲动性购买有一定影响,但网上购物频率和购买产品类别对网上冲动性购买没有显著影响。Based on previous literatures, depth interviews and pre-investigations, 26 factors that may affect consumer＇ s online impulse buying are abstracted. Through exploratory factor analysis and confirmatory factor analysis, these 26 factors are grouped into six categories. Calculating and weighting these six categories based on the principal component analysis. Highest to lowest, these six categories are price-off promotions, comprehensive shopping commitment, good transaction records, high-quality interactive services, good website design and detailed product description. Independent sample T test and one-way ANOVA show that factors influencing consumers＇ online impulse buying have certain difference between consumers of different gender, age, education background, but no difference exists between frequency of buying goods online and category of goods.

关 键 词：网上购物 冲动性购买 网络营销 

分 类 号：C931.2[经济管理—管理学]