网络购物节对消费者购买意愿的影响被引量：1

The Effect of Online Shopping Festivals on Consumer Purchase Intention

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摘要本研究通过问卷调查方法探讨了网络购物节如何影响消费者的购买意愿。结果发现,网络购物节环境(优惠效应、娱乐价值感、互动效应、机会成本效应)会影响消费者的情绪(愉悦感和唤起感)和认知(感知收益),而情绪与认知因素又进一步影响购买意愿。基于上述结果,提出了关于网络人造购物节发展的启示和建议。 This paper explored how online shopping festivals affect consumers'emotions and perceptions through questionnaires.The results showed that the environmental variables of online shopping festivals,including preferential effect,entertainment value,interaction effect and opportunity cost effect,could influence consumers'emotion(pleasure and arousal)and cognition(perceived benefit),while emotion and cognition further influenced purchase intention.Based on the above results,this paper put forward some suggestions on the development of online shopping festival.

作者江慧琳廖莉莎曾平智 Jiang Huilin;Liao Lisha;Zeng Pingzhi

机构地区广东工业大学

出处《科教文汇》 2019年第24期187-189,共3页 Journal of Science and Education

基金 2018年度广东工业大学省级大学生创新创业训练计划项目(项目编号:201811845189)的阶段性研究成果,指导老师:付辉建

关键词网络购物节情绪感知收益购买意愿 online shopping festivals emotion perceived benefit purchase intention

分类号 F713.55 [经济管理—市场营销]

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