服装网络消费中社会传染与冲动购买意愿的连续中介作用

Continuous Mediating Role of Social Contagion and Impulse Purchase Intention in Apparel Online Consumption

为研究服装网络消费中社会传染与冲动购买意愿的连续中介作用,提出文化传播力、产品扩散力、消费者心理倾向、节日氛围感知4个自变量,以社会传染和冲动购买意愿为中介变量,冲动购买行为为因变量,构建理论模型。采用因子分析、回归分析和偏差校正法进行实证分析。结果表明,产品扩散力、消费者心理倾向、节日氛围感知正向影响冲动购买行为;社会传染和冲动购买意愿在产品扩散力、消费者心理倾向、节日氛围感知与冲动购买行为之间起中介作用。

To study the continuous mediating role ofsocial contagion and impulse purchase intention in apparel online consumption,four independent variables of cultural communication,product diffusion,consumer psychological tendency,and festival atmosphere perception are proposed,and a theoretical model is constructed with social contagion and impulse purchase intention as mediating variables and impulse purchase behavior as dependent variables.Factor analysis,regression analysis and bias correction are used to conduct the empirical analysis.The resultsshow that product diffusion,consumer psychological tendency,and holiday atmosphere perception positively influence impulse purchase behavior.Social contagion and impulse purchase intention play a mediating role between product diffusion,consumer psychological tendency,holiday atmosphere perception and impulse purchase behavior.