摘要
如今青年消费者在网络消费市场的冲动性购买已不可忽视.在冲动性购买行为理论的基础上,构建了青年消费者网络冲动性购买影响因素概念模型,运用层次回归重点分析了网络卷入对网络冲动性购买的影响.研究结果表明,网络卷入会直接影响消费者的网络冲动性购买,并同时会调节消费者个性特质与冲动性购买之间的关系,从而从整体上增强网络冲动性购买行为.本研究结果能够为更好地理解网络卷入与网络冲动性购买以及其之间的关系提供参考.
Recently, online impulse buying of young consumers has been more and more concerned. This paber built up a cenceptual model for the mechanism of online impulse buying behavior, and took an empirical analysis on the influence of internet involvement on online impulse buying with hierarchical regression. The results show that internet in- volvement has a positive influence on online impulse buying with direct effect as well as moderating effects through customer impulse buying characteristics. This research could be helpful to understanding internet involvement, impulse buying characteristics, online impulse buying and the relations among these constructs better.
出处
《数学的实践与认识》
北大核心
2015年第20期76-87,共12页
Mathematics in Practice and Theory
基金
国家自然科学基金(71302126)
关键词
网络卷入
冲动性购买
调节效应
层次回归
internet involvement
impulse buying
moderating effect
hierarchical regression
