网站环境特征对消费者冲动购买的影响研究
摘要
网络购物中存在很大比例的冲动购买行为,而现有冲动购买的研究多是基于传统商业背景下,显然,这是两种不同的购物环境,消费者的购买行为是否产生变化,原有模型是否可以全面解释。鉴于此,本研究基于S-O-R(刺激—机体—响应)模型,以网站环境特征作为刺激因素,引发网络消费者的情绪反应,促使消费者产生购买冲动,进而发生冲动购买行为。并且,现有网络购物研究指出信任是导致许多消费者放弃网络购买的原因,因此,本研究认为信任可能在购买冲动与冲动购买行为之间具有调节作用。本研究采用多元回归分析进行数据的处理,结果发现,网站知识性、网站经济性、网站互动性和网站视觉性对情绪的愉悦维度均有影响,其中网站互动性的变化对愉悦的影响最大;网站知识性、网站经济性和网站互动性对情绪的唤醒维度会有影响,其中网站经济性的变化对唤醒的影响最大,而网站视觉性对唤醒没有影响;消费者的情绪对购买冲动有显著作用;另外,网络信任对购买冲动和冲动购买行为的调节作用得到了证实,即消费者对网站环境信任越高,实施网络冲动购买行为的可能性就越大。本研究建立的网络冲动购买行为的整合模型,有助于更好理解网络消费者行为,并对网络营销者有一定的指导意义。
In order to increase competition of survival and development in the environment, enterprise often take various measures and strategies to improve sales of goods or services. Impulse buying is a kind of common people's consumption life, it takes a significant proportion of commodity sales, thus it is a focus of enterprise marketing activities . Therefore the research of this phenomenon has a great value for retail enterprise, manufacturing and services. In the past 60 years, researchers have considerable attention to impulse buying, but it is strange to be not quite understanding, and existing research results are based on the traditional commercial mode. In recent years, the development of e-commerce business is fast.The people shops from the traditional stores to the web store. Obviously, this is two different shopping environment, but the phenomenon of impulse buying is more widespread. In traditional commercial mode, retailers build store shopping environment in order to stimulate consumer purchasing desire through the store appearance, store layout and merchandising display, While in e-commerce mode, the entire store environment is all bue reduced to a computer screen. The online retailers also don't know how to build shopping website environment.They usually imitate other websites, and in the practice,they are different ench other, even conflicting. So, how to create online shopping environment to attract and stimulate buying impulsely has been attention for academics and marketer.
But there is scarce about the study on the online impulse buying. First, the online consumer is only considered as a adopter of the Internet technology in the extent researchs, but those ignore the online consumer is also a shopper. Second, Although the online shopping developes rapidly in China, but relatively late, impulse buying researches are about the traditional retailing background. Under the online environment, the retailers and the consumers are separate in the space and time, so the shopping experience is weakened. Thus, the stimulus that influences the impulse buying under the traditional retail background has limitations.Third, extant researches are more attention to what stimulate impulse buying and less attention to inner emotional responses of the consumers, so we don’t better understand the formation mechanism of impulse buying behavior.Fourth, the extant researches on impulse buying don’t consider online trust that is a context factor.
The basic logic of environmental psychology is that consumers will stimulate by environment, then induce emotional reaction, which led to the different consumer behavior. Obviously, the basic logic of environmental psychology agrees with characteristics of impulse buying behavior. Therefore, this study will propose the model of online impulse buying based on the environment psychology. We use the website characteristics as stimulus which cause the emotional responses . In addition, we join trust variables into the model.
Formal questionnaire is aquired from the school student, MBA and company white-collar, and we recycled 603 valid questionnaires. We test the reliability and validity of the data. Finally, according to the analysis, the main conclusions of the study are as follows:
First, this study considerates website characteristics as a kind of environmental stimulus, which triggers the emotional reaction of consumers, in turn produces strong urge to buying desire, which causes the impulse buying behavior. Website environment characteristics includs informativity, economy, interactivity and visuality.The degree of influence on consumer’s emotion by these four characteristics is different. The interactivity’s impact on pleasure is the strongest. That is, online consumers pay more attention to the quality of service or customer oriented consciousness.If the retailers can give timely response of the consumers and provide the consumers with a mutual communication tool. The tool is convenient for the consumers to acquire the information and gives the consumers more joy and satisfaction. And economy of four characteristics is the strongest to increase the degree of aroual,for examle, price discount and promotion. The interactivity also influences arousal, which is less than the economy’s. The communication with consumers each other can introduce the more attention to goods. This conclusion accords with the recognition with the effect of word-of-mouth. Finally, the visuality don’t influence the arousal significantly. The possible reason is that the design of website is not appealing.
Second, When the consumers experience sudden, urge to purchas something, impulse buying occurs. This is because consumers is exposed under the stimulus ,which introduces the consumers’emotional reaction. When the consumers browse the website, they are triggered by the characteristics and then experience the emotional reaction, instantly produces impulse buying. The higher consumers experence pleasure and arousal, the stronger desire to buy impulse. This conclusion is confirmed by the other researchers.
Third, Trust is very important in all of researches on the online shopping behavior.It influences the decision-making of buying. We discuss that although some consumers had have the intention to buy,they usually give up from the interview with retailers and consumers. This majoy reson is trust problem. The urge to buying goods can explain and predict the impulse buying.But, online shopping is risk. Thus, this research joins the online trust into the model of online consumers’impulse buying.That is ,when the model contains the online trust as a moderator, the urge to buying goods can better explain and predict the online impulse buying.
In order to increase competition of survival and development in the environment, enterprise often take various measures and strategies to improve sales of goods or services. Impulse buying is a kind of common people's consumption life, it takes a significant proportion of commodity sales, thus it is a focus of enterprise marketing activities . Therefore the research of this phenomenon has a great value for retail enterprise, manufacturing and services. In the past 60 years, researchers have considerable attention to impulse buying, but it is strange to be not quite understanding, and existing research results are based on the traditional commercial mode. In recent years, the development of e-commerce business is fast.The people shops from the traditional stores to the web store. Obviously, this is two different shopping environment, but the phenomenon of impulse buying is more widespread. In traditional commercial mode, retailers build store shopping environment in order to stimulate consumer purchasing desire through the store appearance, store layout and merchandising display, While in e-commerce mode, the entire store environment is all bue reduced to a computer screen. The online retailers also don't know how to build shopping website environment.They usually imitate other websites, and in the practice,they are different ench other, even conflicting. So, how to create online shopping environment to attract and stimulate buying impulsely has been attention for academics and marketer.
But there is scarce about the study on the online impulse buying. First, the online consumer is only considered as a adopter of the Internet technology in the extent researchs, but those ignore the online consumer is also a shopper. Second, Although the online shopping developes rapidly in China, but relatively late, impulse buying researches are about the traditional retailing background. Under the online environment, the retailers and the consumers are separate in the space and time, so the shopping experience is weakened. Thus, the stimulus that influences the impulse buying under the traditional retail background has limitations.Third, extant researches are more attention to what stimulate impulse buying and less attention to inner emotional responses of the consumers, so we don’t better understand the formation mechanism of impulse buying behavior.Fourth, the extant researches on impulse buying don’t consider online trust that is a context factor.
The basic logic of environmental psychology is that consumers will stimulate by environment, then induce emotional reaction, which led to the different consumer behavior. Obviously, the basic logic of environmental psychology agrees with characteristics of impulse buying behavior. Therefore, this study will propose the model of online impulse buying based on the environment psychology. We use the website characteristics as stimulus which cause the emotional responses . In addition, we join trust variables into the model.
Formal questionnaire is aquired from the school student, MBA and company white-collar, and we recycled 603 valid questionnaires. We test the reliability and validity of the data. Finally, according to the analysis, the main conclusions of the study are as follows:
First, this study considerates website characteristics as a kind of environmental stimulus, which triggers the emotional reaction of consumers, in turn produces strong urge to buying desire, which causes the impulse buying behavior. Website environment characteristics includs informativity, economy, interactivity and visuality.The degree of influence on consumer’s emotion by these four characteristics is different. The interactivity’s impact on pleasure is the strongest. That is, online consumers pay more attention to the quality of service or customer oriented consciousness.If the retailers can give timely response of the consumers and provide the consumers with a mutual communication tool. The tool is convenient for the consumers to acquire the information and gives the consumers more joy and satisfaction. And economy of four characteristics is the strongest to increase the degree of aroual,for examle, price discount and promotion. The interactivity also influences arousal, which is less than the economy’s. The communication with consumers each other can introduce the more attention to goods. This conclusion accords with the recognition with the effect of word-of-mouth. Finally, the visuality don’t influence the arousal significantly. The possible reason is that the design of website is not appealing.
Second, When the consumers experience sudden, urge to purchas something, impulse buying occurs. This is because consumers is exposed under the stimulus ,which introduces the consumers’emotional reaction. When the consumers browse the website, they are triggered by the characteristics and then experience the emotional reaction, instantly produces impulse buying. The higher consumers experence pleasure and arousal, the stronger desire to buy impulse. This conclusion is confirmed by the other researchers.
Third, Trust is very important in all of researches on the online shopping behavior.It influences the decision-making of buying. We discuss that although some consumers had have the intention to buy,they usually give up from the interview with retailers and consumers. This majoy reson is trust problem. The urge to buying goods can explain and predict the impulse buying.But, online shopping is risk. Thus, this research joins the online trust into the model of online consumers’impulse buying.That is ,when the model contains the online trust as a moderator, the urge to buying goods can better explain and predict the online impulse buying.
引文
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