电子商务环境下消费者冲动性购买形成机理研究

An Exploratory Study on Formation Mechanism of Consumer's Impulse Purchase under the E-commerce Environment

消费者网上冲动购买行为是计划性的,而非多数学者所指的"非计划性"购买行为。影响消费者网上冲动性购买的相关因素包括刺激因素、个体性质及限制因素。购买过程是一个短暂复杂的心理过程,构建冲动性购买行为过程模型可为网上店铺引导消费者冲动性购买提供借鉴。

Consumers＂ online impulse purchasing behavior is planned, rather than the ＂unscheduled＂ purchase behavior refered by most scholars. The related influence factors of consumers＂ online compulsive purchase include stimulus factors, individual properties and limiting factors, and purchase process is a brief complex psychological process. Constructing compulsive purchase behavior process model can provide references for stores on line steering the consumers＂ compulsive purchase behavior.