“双十一”网络购物氛围对“90后”非理性消费行为影响机理研究

Research on Influence Mechanism of“Double Eleven”Online Shopping Atmosphere on Post-90s’Irrational Consumption Behavior

“双十一”交易额每年都被疯狂刷新记录,而“90后”作为具有鲜明个人特质的群体,逐渐成为“双十一”网络购物的主力军,因此,针对“90后”网络购物方面的研究也受到越来越多的关注。在网络购物氛围视角下,探究“90后”非理性消费行为的影响机理及其边界条件,运用SPSS软件进行实证分析,研究显示:网络购物氛围、从众心理及愉悦感均显著正向影响“90后”非理性消费行为;从众心理在网络购物氛围对“90后”非理性消费行为的影响中起完全中介的作用;愉悦感在网络购物氛围对“90后”非理性消费行为的影响中起完全中介的作用。文章就如何改善“90后”非理性消费行为对网络商家和“90后”消费群体提出了相关建议。

The transaction volume of“Double Eleven”sets a new record every year.As a group with distinctive personal characteristics,post-90s have gradually become a major force of“Double Eleven”online shopping.Research on the online shopping of the post-90s has also received increasing attention.From the perspective of online shopping atmosphere,this paper explores the influence mechanism and boundary conditions of post-90s’irrational consumption behavior,uses SPSS software to conduct empirical analysis,and draws the following conclusions:pleasure,herd mentality and online shopping atmosphere have significant positive impacts on post-90s’irrational consumption behavior;Pleasure and herd mentality play a role of complete mediator concerning the influence of online shopping atmosphere on the irrational consumption behavior of post-90s.This paper puts forward relevant suggestions for online merchants and post-90s consumer group on the improvement of the irrational consumption.