网购搜索情境下消费者困惑对延迟选择的影响——一个有调节的中介模型  

The Influence of Consumer Confusion on Choice Deferral in the Search Context of Online Shopping

作　　者：花昭红[1] 杨俊丽 HUA Zhao-hong;YANG Jun-li(Ocean University of China,Qingdao 266100,China)

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《山东工商学院学报》2023年第6期94-105,124,共13页Journal of Shandong Technology and Business University

摘　　要：论文主要研究了消费者困惑对延迟选择的内在影响机制,并验证了负面情绪的中介作用和时间压力的调节作用。研究使用SPSS 22.0和AMOS 26.0对回收的423份问卷进行了假设检验,结果表明,第一,消费者困惑对延迟选择有显著的正向影响。第二,消费者困惑对消费者的负面情绪有显著的正向影响。第三,负面情绪在消费者困惑与延迟选择之间的关系中起中介作用。第四,时间压力调节了负面情绪对延迟选择的影响,且调节了消费者困惑通过负面情绪影响延迟选择的间接效应。This paper studies the internal influence mechanism of consumer confusion on choice deferral,and verifies the mediating effect of negative emotion and the regulatory effect of time pressure.SPSS 22.0 and Amos 26.0 were used to test the hypothesis of 423 questionnaires.The results show that:Consumer confusion has a significant positive impact on choice deferral.Consumer confusion has a significant positive impact on consumers'negative emotions.Negative emotion plays a mediating role in the relationship between consumer confusion and choice deferral.Time pressure moderates the impact of negative emotions on choice deferral,and moderates the indirect effect of consumer confusion on choice deferral through negative emotions.

关 键 词：消费者困惑 负面情绪 延迟选择 时间压力 

分 类 号：F724.6[经济管理—产业经济] F713.55