时间压力对网络冲动性购买的影响研究:交易效用和感知风险的调节  

Influence of Time Pressure on Consumer's Online Impulsive Purchase:Moderating Effect of Transaction Utility and Perceived Risk

作　　者：朱翊敏[1] 张洁敏 Zhu Yimin;Zhang Jiemin

机构地区：[1]中山大学管理学院,广州510275

出　　处：《复印报刊资料（市场营销）》2022年第2期39-49,共11页

基　　金：国家自然科学基金面上项目“在线品牌社群融入行为的动因与作用机制研究:共创价值理论的视角”(71672203);广东省自然科学基金面上项目“人工智能时代顾客——服务机器人融入行为的实论研究”(2021A1515011899)。

摘　　要：以往关于时间压力对冲动性购买影响的研究结论具有两面性,即促进或抑制。文章引入交易效用和感知风险两个调节变量,通过两个实验探讨了时间压力对网络冲动性购买倾向影响的边界条件。首先,当交易效用较高时,时间压力的增加会导致其网络冲动性购买倾向的提高;而当交易效用较低时,时间压力的增加会导致其网络冲动性购买倾向的降低(实验一)。其次,当人们感知风险较低时,时间压力的增加会导致其网络冲动性购买倾向的提高;而当人们感知风险较高时,时间压力的增加会导致其网络冲动性购买倾向的降低(实验二)。研究结论可以帮助电商企业进一步了解消费者的冲动性购买行为,充分利用时间压力的影响,制定更灵活有效的促销策略。Previous studies on the impact of time pressure on impulsive purchase have two sides,that is,promo-tion or inhibition.This paper introduces two regulatory variables,transaction utility and perceived risk,and discusses the boundary conditions of the impact of time pressure on Internet impulsive purchase tendency through two experi-ments.Firstly,when the transaction utility is high,the increase of time pressure will lead to the improvement of Inter-net impulsive purchase tendency.When the transaction utility is low,the increase of time pressure will lead to the de-crease of Internet impulsive purchase tendency(Experiment 1).Secondly,when people's perceived risk is low,the in-crease of time pressure will lead to the improvement of their online impulsive purchase tendency.When people's per-ceived risk is high,the increase of time pressure will reduce their online impulsive purchase tendency(Experiment 2).The research conclusion can help e-commerce enterprises further understand consumers'impulsive purchase behav-ior,make full use of the influence of time pressure,and formulate more flexible and effective promotion strategies.

关 键 词：时间压力 网络冲动性购买 交易效用 感知风险 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济]