网络非自律购买形成机制的实证研究  

Empirical Research on Unregulated Online Buying

作　　者：易牧农[1] 张欣莹 张初兵[1] 乔时[1] YI Munong;ZHANG Xinying;ZHANG Chubing;QIAO Shi(Business School,Tianjin University of Finance and Economics,Tianjin 300222,China)

机构地区：[1]天津财经大学商学院

出　　处：《大连理工大学学报（社会科学版）》2019年第3期33-39,共7页Journal of Dalian University of Technology(Social Sciences)

基　　金：教育部人文社会科学研究规划基金项目:“基于自我控制理论的网购自律缺失行为形成机理研究”(15YJA630090);天津市哲学社会科学研究规划项目:“顾客参与价值共创过程中的自我服务偏见:基于关系的视角”(TJGL15-019)

摘　　要：将网络非自律购买分为网络冲动性购买与网络强迫性购买,在"刺激-有机体-反应"框架下,综合氛围线索理论与流体验理论,构建网站氛围线索影响网络非自律购买的路径模型。采用问卷调查法,收集到206份有效样本,执行偏最小二乘估计法,研究发现:信息性和娱乐性会提高在线流体验,但导航性对其没有影响;在线流体验既会增加网上浏览,又会导致网络冲动性和强迫性购买;网上浏览会诱发网络冲动性购买,而网络冲动性购买又会增加网络强迫性购买。Unregulated online buying is divided into online impulsive buying and online compulsive buying.Based on the framework of"S(stimulus)-O(organism)-R(reaction)",we synthesized the theory of atmospheric cues and the flow theory,and constructed the path model of website atmospheric cues to unregulated online buying.This paper collected 206 valid samples from a questionnaire survey,and adopted the partial least squares estimation method.The findings show that informativeness and entertainment can improve online flow experience,but navigation has no impact on it;online flow experience can increase online browsing,and lead to online impulsive and compulsive buying.

关 键 词：网络非自律购买 网络冲动性购买 网络强迫性购买 网站氛围线索 在线流体验 

分 类 号：F014.5[经济管理—政治经济学]