网站特性对在线冲动性购买影响的实证研究  

Empirical Research of the Impact of Website Characteristics on Online Impulsive Purchasing

作　　者：尚慧娟[1] 吴金南[1,2] 

机构地区：[1]安徽工业大学商学院,安徽马鞍山243032 [2]复旦大学管理学院,上海200433

出　　处：《安徽工业大学学报（自然科学版）》2014年第2期212-217,共6页Journal of Anhui University of Technology（Natural Science）

基　　金：国家自然科学基金项目(71101065;71302140;71371013);中国博士后科学基金项目(2013M541470)

摘　　要：相比传统购物模式,网络环境下在线消费者更易因各种不确定性因素而采取冲动性购买。本研究以B2C购物网站为对象,从网站特性视角对在线冲动性购买的影响因素及其作用机理进行理论分析和实证检验。使用SPSS13.0统计分析的方法对200个样本数据进行因子分析和回归分析。结果表明,网站信息质量以及推荐功能对冲动性购买呈正向影响;冲动性特质明显的消费者更可能做出冲动性网购决策。Compared with traditional shopping, online consumers more easily make impulsive purchasing because of various uncertain factors in online shopping context. B2C shopping website is the focus of this study, and from the perspective of website characteristic, the affecting factors and its function mechanism of online impulsive purchasing are analyzed theoretically and tested empirically. Then a factor analysis and regression analysis are made with data from 200 samples by using the SPSS 13.0 statistical analysis tool. The results show that both information quality and recommendation function have positive impacts on impulsive purchasing; Consumers demonstrating significant impulsivity traits are more likely to make online impulsive purchasing decision.

关 键 词：冲动性购买 网站特性 冲动性特质 视觉审美 

分 类 号：F713.36[经济管理—产业经济]