大学生网络效能感与冲动网络购物意向的关系:网络购物动机的中介作用
|
摘要
目的:研究网络购物动机在网络自我效能感与冲动网络购物意向之间的中介作用。方法:采用网络自我效能感问卷、网络购物动机问卷、冲动网络购物意向问卷对1922名大学生进行在线调查。结果:网络自我效能感与网络购物动机呈显著正相关(r=0.662,P<0.001),网络自我效能感与冲动网络购物意向呈显著负相关(r=-0.669,P<0.001),网络购物动机与冲动网络购物意向呈显著负相关(r=-0.611,P<0.001)。网络购物动机在网络自我效能感与冲动网络购物意向中起部分中介作用。结论:网络自我效能感能显著负向预测冲动网络购物意向,网络购物动机在网络自我效能感与冲动网购之间起部分中介作用。
Objective: To explore the mediating role of online shopping motivation in the relationship between internet self-efficacy and impulsive online shopping intention in college students. Methods: 1922 students from Hunan Institute of Information Technology were recruited to complete the Internet Self-efficacy Scale, the Online Shopping Motivations Questionnaire, the Impulsive Online Shopping Intention Questionnaire. Results: The internet self-efficacy scores were significantly and positively correlated with online shopping motivations(r=0.662, P<0.001), whereas internet self-efficacy scores were significantly and negatively correlated with impulsive buying intention(r=-0.669, P<0.001), internet self-efficacy scores were significantly and negatively correlated with impulsive buying intention(r=-0.611, P<0.001). Further analysis found that online shopping motivation was functioned as a mediator between internet self-efficacy and impulsive online shopping intention. Conclusion: Internet self-efficacy significantly and negatively predicts the impulsive online shopping intention. Online shopping motivation partially mediates the relationship between internet self-efficacy and impulsive online shopping.
Objective: To explore the mediating role of online shopping motivation in the relationship between internet self-efficacy and impulsive online shopping intention in college students. Methods: 1922 students from Hunan Institute of Information Technology were recruited to complete the Internet Self-efficacy Scale, the Online Shopping Motivations Questionnaire, the Impulsive Online Shopping Intention Questionnaire. Results: The internet self-efficacy scores were significantly and positively correlated with online shopping motivations(r=0.662, P<0.001), whereas internet self-efficacy scores were significantly and negatively correlated with impulsive buying intention(r=-0.669, P<0.001), internet self-efficacy scores were significantly and negatively correlated with impulsive buying intention(r=-0.611, P<0.001). Further analysis found that online shopping motivation was functioned as a mediator between internet self-efficacy and impulsive online shopping intention. Conclusion: Internet self-efficacy significantly and negatively predicts the impulsive online shopping intention. Online shopping motivation partially mediates the relationship between internet self-efficacy and impulsive online shopping.
引文
1中国网络信息中心.第41次中国互联网络发展状况统计报告.2018.1
2 Weinberg P,Gottwald W.Impulsive consumer buying as a result of emotions.Journal of Business Research,1982,10(1):43-57
3 Rook DW,Fisher RJ.Trait and normative aspects of impulsive buying behavior.Journal of Consumer Research,1995,22(3):305-313
4蔡蓉.大学生网络自我效能感:结构、测量及相关因素.中南大学硕士学位论文,2012
5曹建英.网络购物动机问卷的编制及实测.西南大学硕士学位论文,2009
6蔡雅琦,施俊琦,王垒.冲动性购买行为的综述研究.应用心理学,2004,10(3):53-57
7 Kwon HH,Armstrong KL.An Exploration of the Construct of Psychological Attachment to a Sport Team Among College Students:A Multi-Dimensional Approach.Sport Marketing Quarterly,2004,13:94-103
8 Vijayasarathy LR.Predicting consumer intentions to use online shopping:the case of an augmented technology acceptance model.Information and Management,2004,41(6):747-762
9 George JF.The theory of planned behavior and Internet purchasing.Internet Research,2004,14(3):198-212
10邓子鹃,林仲华.网络效能感、网购信任与网购意愿的关系--基于594名大学生数据的实证分析.江苏商论,2015,1:28-32
11 Faqih KMS.Exploring the influence of perceived risk and internet self-efficacy on consumer online shopping intentions:perspective of Technology Acceptance Model.International Management Review,2013,9(1):68-78
12徐菲.大学生时间管理倾向、网络自我效能感与网络消费偏好的关系.河南大学硕士学位论文,2015
13王顺,何艺萌,罗文豪.大学生网络冲动购物行为的成因及结果研究.中国集体经济,2018,9:77-80
14王庆森.基于网站特性与消费者个体特征的网络冲动性购买研究.浙江大学硕士学位论文,2008
15刘雯雯.大学生网络自我效能的实证研究--以北京林业大学为例.中国林业教育,2016,34(3):18-20
16尚旭彤.消费者在线冲动购买行为形成机理研究.中北大学硕士学位论文,2016
17周元元,胡杨利,张琴,赵彦成.时间压力下你想听什么?参照组影响对冲动购买的调节.心理学报,2017,49(11):1439-1448
18李静,曹琴,胡小勇,郭永玉.物质主义对大学生网络强迫性购买的影响:自我控制的中介作用.中国临床心理学杂志,2016,24(2):338-340
2 Weinberg P,Gottwald W.Impulsive consumer buying as a result of emotions.Journal of Business Research,1982,10(1):43-57
3 Rook DW,Fisher RJ.Trait and normative aspects of impulsive buying behavior.Journal of Consumer Research,1995,22(3):305-313
4蔡蓉.大学生网络自我效能感:结构、测量及相关因素.中南大学硕士学位论文,2012
5曹建英.网络购物动机问卷的编制及实测.西南大学硕士学位论文,2009
6蔡雅琦,施俊琦,王垒.冲动性购买行为的综述研究.应用心理学,2004,10(3):53-57
7 Kwon HH,Armstrong KL.An Exploration of the Construct of Psychological Attachment to a Sport Team Among College Students:A Multi-Dimensional Approach.Sport Marketing Quarterly,2004,13:94-103
8 Vijayasarathy LR.Predicting consumer intentions to use online shopping:the case of an augmented technology acceptance model.Information and Management,2004,41(6):747-762
9 George JF.The theory of planned behavior and Internet purchasing.Internet Research,2004,14(3):198-212
10邓子鹃,林仲华.网络效能感、网购信任与网购意愿的关系--基于594名大学生数据的实证分析.江苏商论,2015,1:28-32
11 Faqih KMS.Exploring the influence of perceived risk and internet self-efficacy on consumer online shopping intentions:perspective of Technology Acceptance Model.International Management Review,2013,9(1):68-78
12徐菲.大学生时间管理倾向、网络自我效能感与网络消费偏好的关系.河南大学硕士学位论文,2015
13王顺,何艺萌,罗文豪.大学生网络冲动购物行为的成因及结果研究.中国集体经济,2018,9:77-80
14王庆森.基于网站特性与消费者个体特征的网络冲动性购买研究.浙江大学硕士学位论文,2008
15刘雯雯.大学生网络自我效能的实证研究--以北京林业大学为例.中国林业教育,2016,34(3):18-20
16尚旭彤.消费者在线冲动购买行为形成机理研究.中北大学硕士学位论文,2016
17周元元,胡杨利,张琴,赵彦成.时间压力下你想听什么?参照组影响对冲动购买的调节.心理学报,2017,49(11):1439-1448
18李静,曹琴,胡小勇,郭永玉.物质主义对大学生网络强迫性购买的影响:自我控制的中介作用.中国临床心理学杂志,2016,24(2):338-340