网络购物情景下价格促销和时间压力对消费者冲动性购买行为的影响因素研究  

A Study on the Infl uencing Factors of Price Promotion and Time Pressure on Consumer Empulse Purchase Behavior under the Online Shopping Scenario

作　　者：付赛 廖宇轩 岳歆然 罗馨月 李馨 FU Sai;LIAO Yuxuan;YUE Xinran;LUO Xinyue;LI Xin(Sichuan Agricultural University,Chengdu,Sichuan 611830)

机构地区：[1]四川农业大学,四川成都611830

出　　处：《中国商论》2023年第9期88-91,共4页China Journal of Commerce

基　　金：校级科研兴趣培养计划项目(2022421)。

摘　　要：当前消费者在线冲动性购买行为已经引起广泛关注,本文主要探讨网络购物情景下价格促销和时间压力通过感知价值对冲动性购买行为的影响机制,利用SPSS和AMOS软件对样本数据进行分析,并得出以下结论:价格促销、客观时间压力和主观时间压力对感知价值具有显著的正向影响;感知价值对冲动性购买行为具有显著的正向影响并且在价格促销、客观时间压力和主观时间压力对冲动性购买行为影响中具有中介效应。Today’s consumers’online impulse buying behavior has attracted widespread attention,the article mainly explores the infl uence mechanism of price promotion and time pressure on impulse purchase behavior through perceived value in the online shopping scenario,and analyzes the sample data using SPSS and AMOS software to draw the following conclusions:price promotion,objective time pressure and subjective time pressure have a signifi cant positive impact on perceived value;Perceptual value has a signifi cant positive eff ect on impulse buying behavior and has a mediating eff ect in price promotion,objective time pressure and subjective time pressure on impulse buying behavior.

关 键 词：价格促销 时间压力 感知价值 冲动性购买行为 

分 类 号：F063.2[经济管理—政治经济学]