网络环境下口碑对消费者冲动性购买的影响

The Influence of Word of Mouth on Impulse Buying under the Networked Environment

在提出网络口碑传播对消费者冲动性购买的影响模型基础上,采用准实验方法分析网络口碑的数量、类型对消费者冲动性购买的影响,以及消费者冲动特质的调节作用,并通过Logistic回归分析结果。实验表明:网络口碑数量越多、越倾向主观评价型口碑,则消费者冲动性购买行为越明显;消费者本身的冲动特质能够加强口碑传播对冲动性购买的影响作用。

Based on the model of how word of mouth（ WOM） influencing impulsive buying behavior,and by quasi-experiment,the influence of number and types of online WOM on impulsive buying is analyzed,as well as the role of impulsive buying traits as the moderator. By the Logistic regression analysis,results show that the greater the number of WOM and more subjective evaluation WOM,the more impulsive buying behavior. Impulsive buying traits of consumers can strengthen the influence of online WOM on impulsive buying.