在线冲动购买欲望的形成:基于社会化商务的实证研究

The Formation of Online Impulse Purchase Tendency: An Empirical Study of the Social Commerce

文章基于S-O-R模型,构建在线冲动购买欲望的形成机制模型,并以社会化商务用户为样本,采用结构方程建模进行实证分析。研究结果表明:用户的社交网络通过人际互动的作用间接影响到冲动购买欲望;网站的视觉吸引力越高,用户在访问网站或浏览商品时所感知到的愉悦性越高,产生冲动购买欲望的可能性也就越大;用户间的人际互动对其感知愉悦性有显著正向影响。该研究不仅丰富了在线冲动购买的相关理论,而且为社会化商务网站和商家提供了决策借鉴。

In line with the S-O-R theoretical model,this paper constructs a mechanism model of online impulse purchase tendency,and employs an empirical analysis using structural equation modeling upon users who have experiences in the social commerce. This paper comes up with following conclusions. Firstly,social networking services could affect impulse purchase tendency through the indirect role of interpersonal interactions. Secondly,the higher visual appeal of the website,the greater enjoyment users will get when visiting websites or browsing goods,thus generating greater likelihood of impulse purchase. Thirdly,interpersonal interactions between users have significantly positive influence on their perceived enjoyment. These results not only enrich the theory of online impulse purchase,but also provide decision-making references to the social commerce websites and enterprises.