简析关于产生在线冲动性购买行为的三种研究模式  

作　　者：谭竹[1] 

机构地区：[1]长沙环境保护职业技术学院经济系,湖南长沙410004

出　　处：《保险职业学院学报》2014年第6期56-59,共4页Journal of Insurance Professional College

基　　金：湖南省教育科学规划课题阶段性成果:大学生在线冲动性购买行为的心理机制及引导(XJK014CXL006)

摘　　要：随着网络购物的兴起,在线冲动性购买行为受到广大学者和网络营销者的重视。在传统冲动性购买研究的基础上,对在线冲动性购买行为产生机制的研究主要有三种模式:基于S-O-R范式建立模型应用最为广泛,但仍然显得单一不够全面;在线冲动消费过程模型能很好的描述整个消费行为产生的过程,但因过于复杂而很难进行实证研究;价值决策模型为研究网络冲动性购物提供了新视角,但学者们对顾客价值的衡量尚未统一。最后,对在线冲动性购买行为的研究方向进行了展望。Along with the rise of internet shopping, online impulse buying behavior has attracted consider- able attention in practices and researches. Based on the traditional impulse buying, there are three models about the formation mechanism of online impulsive purchasing. The model based upon S - O - R paradigm has been most widely used, but appear piecemeal and less than comprehensive. The consumer impulsive buying process model can well describe the produce process of online impulsive purchase behavior, but it＇ s too complicated to conduct empirical research. The value -decision model provides a new approach to study, but the measures of customer value are still a dispute until now. Lastly, some directions worthy of further study are also discussed.

关 键 词：网络购物 冲动性购买 产生机制 

分 类 号：F713.365.1[经济管理—产业经济]