基于S-O-R模型的消费者线上冲动性购买行为研究

A Study of Online Impulse Buying Based on S-O-R Model

以S-O-R模型(刺激-机体-反应)和消费者感知价值理论为基础,研究在互联网背景下价格折扣和在线评论对消费者冲动性购买行为的影响。实证分析结果表明,对于本研究的调查对象来说,价格折扣对消费者冲动性购买行为的影响不显著;在线评论(质量和数量)正向影响消费者的感知价值和冲动性购买行为。

Based on S-O-R model (stimulation-body-reaction) and consumer perception value theory, the impact of online merchants’ pricing discounts and online reviews on consumer impulse buying was studied under the background of the Internet. The results of empirical analysis show that the impact of price discount on consumer impulse buying behavior is not significant for the respondents in this study, and online reviews (quality and quantity) have positive influence on consumer’s perception value and impulse buying behavior.