购物网站满意度与冲动购买行为的关系

Relationship between shopping site satisfaction and impulse buying behavior

为了研究购物网站顾客满意与顾客购买行为的关系,收集并整理了购物网站满意度与冲动购买行为的相关文献,找出了影响购物网站满意度的因素,应用结构方程模型并通过实证研究分析了购物网站满意度和顾客冲动购买行为的关系.结果表明,顾客对购物网站的满意容易导致冲动购买.

In order to study the relationship between shopping site satisfaction and buying beliavior,this paper collected and compiled the literatures of website satisfaction and impulse buying behavior,and we also did an empirical research through structural equation models（SEM）on the basis of American customer satisfaction index（ACSI）.At last,we find that the customer＇s satisfaction can easily lead to impulse buying.