线上限时抢购中消费者购买意愿影响因素研究

Influencing Factors of Consumers' Purchase Intention on Online Flash Sale

基于技术接受模型(TAM)构建了线上限时抢购中消费者购买意愿影响因素模型,重点研究在线上限时抢购中影响消费者购买意愿的关键性因素,以及这些因素间的相互关系。结果表明,价格折扣、正品品牌以及图片展示正向影响感知有用性,并通过感知有用性间接影响购买意愿;时间限制、数量限制正向影响感知压力,并通过感知压力间接影响购买意愿。

Base on TAM an influencing factor model of consumers＇ purchase intention on online flash sale is constructed, studying the major influencing factors about purchase intention and the mutual relationship among them. The results show that price discount, authentic brand and pictures improve perceptive effectiveness and thus improve purchase desire; time limitation and quantity limitation improve conceptive pressure and thus improve purchase desire.