网络团购中冲动购买的类型分布及第三方信息影响研究
摘要
基于传统消费者冲动购买行为理论,以聚划算团购平台为基础,研究网络团购中消费者不同类型的冲动购买行为。编制不同冲动购买类型量表,建立不同冲动购买类型影响因素模型。以问卷调查的方式收集数据,采用结构方程模型处理数据。结果表明,参加聚划算团购的消费者中,纯冲动购买型的消费者最多,提醒型冲动购买与计划型冲动购买次之,建议型冲动购买的消费者最少。第三方信息中的他人评价对纯冲动购买、提醒型和计划型冲动购买有显著影响,成交记录对纯冲动购买、建议型冲动购有显著影响。
引文
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[2]Liao S L,Shen Y C,Chu C H.The Effects of Sales Promotion Strategy,Product Appeal and Consumer Traits on Reminder Impulse Buying Behavior[J].International Journal of Consumer Studies,2009(3).
[3]Stern H.The Significance of Impulse Buying Today[J].Journal of Marketing,1962(2).
[4]王战平,刘佳璐.从消费者动机看网络营销[J].科技进步与对策,2005(7).
[5]Anand K S,Aron R.Group Buying on the Web:A Comparison of Price-Discovery Mechanisms[J].Management Science,2003(11).
[6]Kauffman R J,Bin W.New Buyers’Arrival under Dynamic Pricing Market Microstructure:The Case of Group-Buying Discounts on the Internet[J].Journal of Management Information System,2001(2).
[7]Tsai M T,Cheng N C,Chen K S.Understanding online Group Buying Intention:The Roles of Sense of Virtual Community and Technology Acceptance Fctors[J].Total Quality Management,2011(10).
[8]Coulter K S,Roggeveen A.Deal or No Deal?How Number of Buyers,Purchase Limit,and Time-to-Expiration Impact Purchase Decisions on Group Buying Websites[J].Journal of Research in Interactive Marketing,2012(2).
[9]Liu T C Mattew,Brock James L,Shi G C,et al.Perceived Benefits,Perceived Risk,and Trust.Influence on Consumers’Group Buying Behavior[J].Asia Pacific Journal of Marketing and Logistic,2013(2).
[10]Ku Edward C.S..Beyond Price:How Does Trust Encourage online Group’s Buying Intention?[J].Internet Research,2012(5).
[11]姚磊,李英,王凤杰.基于博弈论的电子商务团购信任问题研究[J].华东经济管理,2010(3).
[12]梁文卓,侯云先.团购网站运营影响因素主成分分析——基于消费者满意导向[J].经济体制改革,2012(1).
[13]雷宏振,卢欢,邵鹏.基于顾客视角的我国网络团购发展研究[J].经济经纬,2013(3).
[14]江若尘,徐冬莉,严帆.网络团购中感知风险对信任及购买意愿的影响[J].现代财经,2013(1).
[15]李先国,杨晶,刘雪敬.时间压力和参照群体对消费者网络团购意愿的影响[J].中国软科学,2012(4).
[16]张喆,卢昕昀.基于TAM模型和感知风险的消费者网络团购参与意愿分析[J].市场营销导刊,2009(1).
[17]宁连举,张莹莹.网络团购消费者购买选择行为偏好及其实证研究——以餐饮类团购为例[J].东北大学学报(社会科学版),2011(5).
[18]郑淞月,刘益.基于美团网的产品因素对网络团购影响因素实证研究[J].管理学报,2013(3).
[19]Parboteeah D V,Valacich J S,Wells J D.The Influence of Website Characteristics on a Consumer’s Urge to Buy Impulsively[J].Information Systems Research,2009(1).
[20]巫凯宇.探讨线上团购之冲动性购物行为[D].高雄:国立中山大学,2012.
[21]宁连举,张欣欣.网络团购中消费者冲动购买意愿影响因素的实证研究[J].福建师范大学学报(哲学社会科学版),2011(6).
[22]王求真,姚倩,叶盈.网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究[J].管理工程学报,2014(4).
[23]Rook D W,Fisher R J.Normative Influences on Impulse Buying Behavior[J].Journal of Consumer Research,1995(22).
[24]Dittmar H,Beattie J.Gender Identity and Material Symbols:Objects and Decision Considerations in Impulse Purchases[J].Journal of Economic Psychology,1995(3).