移动购物对消费者冲动性购买心理及行为的影响分析  

Analysis of the Impulsiveness-resulting Influence of Mobile Shopping Mode on Consumers'Purchasing Psychology and Behavior

作　　者：陈燕美 CHEN Yanmei(School of Media and Exhibition,Fujian Business University,Fuzhou 350012,Fujian,China)

机构地区：[1]福建商学院传媒与会展学院,福州350012

出　　处：《景德镇学院学报》2024年第5期64-69,共6页Journal of JingDeZhen University

基　　金：福建商学院校级第二批科研项目(2022sysk36)。

摘　　要：为了分析移动购物对消费者冲动性购买心理及行为的影响情况,利用大数据分析技术分析主要影响因素,以及各影响因素的影响程度。通过网络调查行为和互联网购物相关资料,整理出有效的研究样本,确定研究样本的基本属性和移动购物行为,依据建立的研究方法展开统计分析,以皮尔逊相关系数作为指标,分析移动购物的关键因素与消费者冲动性购买心理及行为的相关关系,在此基础上,确定各个影响因素的权重。结果表明:移动购物对消费者冲动性购买心理及行为的作用是各项因素综合作用的结果,移动购物的促销折扣、娱乐性对消费者的购买行为有显著影响,促进了消费者冲动性购买行为的产生。To analyze the impulsiveness-resulting influence of mobile shopping mode on consumers'purchasing psychology and behavior,big data analytics technology is employed to study the major influencing factors and their influencing degrees.Based on surveys and the related shopping data online,usable research samples are sorted out and the basic attributes of the samples are analyzed and determined,which show us clearly customers'mobile shopping behaviors.Then by the established researching method,statistical analysis is conducted,during which Pearson correlation coefficient is used as an indicator to analyze the correlation between the key factors of mobile shopping and consumers'impulsive purchasing psychology and behavior and the weight of each influencing factors is acquired.The result shows that the impulsiveness-resulting influence of mobile shopping mode on consumers'purchasing psychology and behavior is the effect of various factors.Promotions,discounts and entertaining businesses regarding the mobile shopping have significant impact on consumers'purchasing behavior,which boost the occurance of consumers'impulsive purchasing behavior.

关 键 词：移动购物 消费者 冲动性 购买心理 购买行为 

分 类 号：F274[经济管理—企业管理]