网络环境下第三方评论对冲动购买意愿的实证研究  

An Empirical Studyof Third-Party Comments on Impulse Buying Intentionwithinthe Internet Environment

作　　者：樊一阳[1] 张艳[1] 李奔[1] 

机构地区：[1]上海理工大学管理学院,上海200090

出　　处：《技术与创新管理》2016年第2期167-171,176,共6页Technology and Innovation Management

基　　金：国家社会科学基金项目(13BJY021);上海市科技发展基金软科学(15692105800)

摘　　要：冲动购买在消费者日常购物中是比较普遍的现象,而口碑是影响消费者冲动购买意愿的重要因素,第三方评论作为口碑的独特形式在互联网Web2.0时代日益重要。文中采用问卷调查的方法,构建了以网络第三方评论为研究对象,通过实证分析的方法进一步探究了口碑对消费者冲动购买意愿的影响。实证研究结果表明:评论者资信度、评论的质量、评论的数量、评论的好评度、评论的时效性等对消费者冲动购买意愿具有正向影响,而消费者专业能力对冲动购买意愿具有负向影响作用。Impulse buying is a common phenomenon in the consumers＇ daily shopping. Public praise is the important factor that affects consumers＇ impulse buying intention,and network third-party comment which serves as a unique form of public praise in the era of the Internet web2. 0 is becoming more and more important. This paper used the method of questionnaire to construct a network of third party comments as the research object,and by the empirical analysis,explored the further impact on consumers＇ impulse purchase intention. The empirical results show that： reviewer creditworthiness,the quality of comments,the number of comments,the time of comments on consumers＇ impulse buying intention have a positive impact,and consumers＇ professional capacity for impulse buying has a negative influence.

关 键 词：消费者 第三方评论 冲动购买意愿 评论者资信度 

分 类 号：F413[经济管理—产业经济]