基于人格特质和网站质量视角的在线冲动性购买行为研究

A Study of Online Consumer Impulsive Buying Based on the View of Personality Traits and Website Quality

随着移动互联网时代的到来,电子商务有了突飞猛进的发展,在线冲动购买成为一种新常态,并开始引起研究者们的关注。鉴于目前关于在线冲动性购买行为研究还尚未成熟,本文结合大五人格理论和网站质量这两个视角来对在线冲动购买行为进行研究。通过实证分析,得出大五人格的神经质和严谨性对在线冲动购买有消极影响,和善性、开放性和外向性则有积极影响;网站质量的有用性、互动性和娱乐性对在线冲动购买有积极影响,安全性对冲动性购买没有太大影响。本研究结论有助于引导电子商务企业更有效地提升消费者冲动性购买水平。

With the arrival of the mobile Internet and the rapid development of electronic commerce, online impulse buying has become a new norm, which starts to catch the attention of researchers. In view of the current online impulse buying behavior research has yet to mature, This paper tested the role of big five personality and website quality in online consumer impulsive buying. We used the statistics software to prove that the big five personality of neural quality and rigorous sex have negative effect on online impulse purchase, while goodness, and open and outgoing personality have active effects; website quality of usefulness, and interactivity and entertainment have active effects on online impulse purchase, the security on impulse purchase has no obvious effect. The conclusions of this study would contribute to e-commerce enterprises that want to improve consumer impulse buying.