快时尚品牌商店形象对冲动性购买的影响

Impact of fast fashion brands' store image on impulsive purchasing behavior

在研究相关文献的基础上,探讨了商店形象对冲动性购买的影响机制,运用结构方程模型建立了商店形象购物情绪冲动性购买的解释模型,并提出研究假设。设计出快时尚品牌商店形象测量量表、购物情绪测量量表和冲动性购买测量量表,并采用问卷形式进行了实地调查。数据分析结果基本验证了商店形象对冲动性购买的影响机制,即商店形象影响购物情绪,购物情绪影响冲动性购买,并对理论模型进行了修正。研究结果表明,商店形象对愉悦情绪、愉悦情绪对冲动性购买、激发情绪对冲动性购买均有显著正向影响。

The influence mechanism of store image on impulsive purchasing through shopping mood was discussed based on the literatures data about store image,shopping mood and impulsive purchasing.A structural equation model of store image-shopping mood-impulsive purchasing was proposed with several hypotheses.The measures the fashion brands＇ store image,shopping mood and impulsive purchasing behavior are scaled and questionnaire is the main method of collecting data during the period of investigating.The results prove that structural equation model of store image-shopping mood-impulsive purchasing has been verified basically,which means store image has a significantly positive influence on pleasant mood,pleasant mood has a significantly positive influence on impulsive purchasing,and pumping mood has a significantly positive influence on impulsive purchasing.