摘要
将网络非自律购买分为网络冲动性购买与网络强迫性购买,在"刺激-有机体-反应"框架下,综合氛围线索理论与流体验理论,构建网站氛围线索影响网络非自律购买的路径模型。采用问卷调查法,收集到206份有效样本,执行偏最小二乘估计法,研究发现:信息性和娱乐性会提高在线流体验,但导航性对其没有影响;在线流体验既会增加网上浏览,又会导致网络冲动性和强迫性购买;网上浏览会诱发网络冲动性购买,而网络冲动性购买又会增加网络强迫性购买。
Unregulated online buying is divided into online impulsive buying and online compulsive buying.Based on the framework of"S(stimulus)-O(organism)-R(reaction)",we synthesized the theory of atmospheric cues and the flow theory,and constructed the path model of website atmospheric cues to unregulated online buying.This paper collected 206 valid samples from a questionnaire survey,and adopted the partial least squares estimation method.The findings show that informativeness and entertainment can improve online flow experience,but navigation has no impact on it;online flow experience can increase online browsing,and lead to online impulsive and compulsive buying.
作者
易牧农
张欣莹
张初兵
乔时
YI Munong;ZHANG Xinying;ZHANG Chubing;QIAO Shi(Business School,Tianjin University of Finance and Economics,Tianjin 300222,China)
出处
《大连理工大学学报（社会科学版）》
CSSCI
北大核心
2019年第3期33-39,共7页
Journal of Dalian University of Technology(Social Sciences)
基金
教育部人文社会科学研究规划基金项目:“基于自我控制理论的网购自律缺失行为形成机理研究”(15YJA630090)
天津市哲学社会科学研究规划项目:“顾客参与价值共创过程中的自我服务偏见:基于关系的视角”(TJGL15-019)
关键词
网络非自律购买
网络冲动性购买
网络强迫性购买
网站氛围线索
在线流体验
unregulated online buying
online impulsive buying
online compulsive buying
website atmospheric cues
online flow experience
