网购节日氛围对消费者网购行为影响的实证研究

Research on the Influence of festive atmospherics on Consumer's online shopping behavior

网购节日氛围对消费者网购行为具有重要的影响作用。本研究基于SOR(刺激-机体-反应)模型,通过构建促销因子、设计因子、社会因子在愉悦情感、唤起情感以及网购行为之间的关系模型,从网购节日氛围的视角实证分析了消费者网购行为的影响因素及作用机理。研究表明,网购节日氛围对消费者的情感状态有显著正向影响,情感状态对消费者网购行为有显著正向影响,愉悦情感与唤起情感在模型中共同发挥了中介效应,而唤起情感的单独中介效应不显著。

Online shopping festiva launched by the Electronic Commerce platform has an important effect role in promoting consumer online shopping activities.Based on SOR model, this paper empirically analyzes the influence factors of online shopping behavior toward festive atmospherics of online shopping by constructing a relationship model among promotion factors,design factors, social factors, pleasure emotions, arousal emotions and online shopping behavior. The results show that the festive atmospherics of online shopping have positive effect on the emotional states, the emotional states have positive effect on online shopping behavior. The emotions of pleasure and arousal play a play a mediating role in common, but the sole mediating role of arousal emotion is not significant.