井喷式网购激发机理及演化历程分析

对近几年双11活动进行系统回顾,总结出井喷式网购的特征,并在文献研究的基础上构建出井喷式网购的井喷模型和S-O-R模型,研究发现:两种模型都能很好地解释井喷式网购现象。在井喷模型中电商通过网页设计和促销活动营造出的网络购物氛围是造成井喷式网购现象的重要推力,在S-O-R模型中不同时间段的营销活动对网购人群产生的情感体验是不同的,这些情感体验则是造成这种现象的关键所在。对井喷式网购的激发机理以及演变过程的研究为电商有效进行促销活动提供一定的理论支持。

This paper reviews systematically the double-eleven activities in recent years, and summarizes the features of blowout online shopping, On the basis of literature research, this paper builds a blowout model and S-O-R model The results show that the two models explain well the blowout phenomenon of online shopping, In the model of blowout online shopping, the network shopping atmosphere built by web designs and interactive activities is the important thrust of blowout online shopping, In S-O-R model, the marketing activities in different periods have different emotional experience to the online shopping consumers, which is the key to this phenomenon. The research on the excitation mechanism and evolution process of blowout online shopping provides a theoretical support for the effective promotional activities of the electricity providers.