认知记忆对冲动性网购意愿形成的影响

摘要近年来，网络购物以其经济型和便捷性的显著优势，越来越多的消费者将自己的目光投向网络购物。冲动性购买行为作为一种广泛存在的现象，包含经济学、心理学和社会学等领域，已经受到学者们的广泛关注。然而，学者们研究的多是基于传统环境下的冲动性购买行为，对于冲动性网购的研究还质优少数，不过由于网络购物的发展十分迅猛，对于冲动性网购行为的研究也在如火如荼的进行着。28162
    本研究在参考前辈研究的基础上，根据网络购物环境的特点，提出了认知记忆对网络冲动性购物意愿形成的影响模型。以时间距离、重复度、整体印象和以往经历作为变量，以情感反应为中介来探索其对网络非理性购买意愿的影响。
    对问卷获得的数据，本研究采用了路径分析、方差分析、独立样本t检验等数据分析方法。通过分析发现，四个因素都正向影响消费者的情感反应，并且对消费者的情感反应影响的程度从大到下依次为整体印象、时间距离、以往经历、重复度。而消费者的情感反应会正向影响消费者冲动性网购意愿的形成。男性和女性消费者之间的冲动性网购行为所有不同，女性消费者更可能因为某种刺激而发生冲动性网购，而不同年龄段的消费者之间不存在有明显差异的冲动性网购。男性和女性消费者对于冲动性网购的商品种类也有所不同，男性消费者更青睐于数码产品，而女性则将眼光投向了化妆品。
    最后，根据本研究的结论，为网店商家完善营销策略提出了一些指导，同时探讨了本研究中存在的局限性和对以后的研究展望。
关键词认知记忆；情感反应；冲动性购买意愿
毕业论文外文摘要
Title   The research on the influence of cognitive memory on the formation of the willingness of impulsive shopping online
Abstract
In recent years, due to its convenience and economy, online shopping has developed fast. Many consumers enjoy shopping online. Impulse buying is a phenomenon that has received attention from researchers in psychology, economics and sociology. But these studies have been mostly studied in an offline setting. With the development of E-business, it’s necessary to research online irrational buying behavior.
    Based on summary of previous studies, combined the features of network shopping environment, this paper proposes a model base on the influence of cognitive memory on the online impulse buying. Taking the time distance, the repetition degree, the overall impression and the past experience as variables, the emotion response as the medium to explore its influence on online impulse buying intention.
    Using SPSS, we analyze the data with path analysis, variance analysis, independent sample t test. Finally we got the results as follows. Four external stimuli influence positively the emotion response. And the degree of emotional response to consumers from the big to the next in turn for the overall impression, the time distance, the past experience, the repetition degree. Consumer emotion response influences directly the impulse buying intention. Gender differences in the consumer impulse buying behavior are different, which female consumers is more likely to occur online impulse buying behavior, and different ages of consumers online impulse buying behavior does not exist significant differences. Male consumers prefer digital products, while female consumers will look at the cosmetics.
    At last, according conclusions of this study, we propose several suggestions to guide online retailers in their operations. Limitation of this study and future research directions are also discussed.
Keywords cognitive memory; emotional response; impulse buying intention 认知记忆对冲动性网购意愿形成的影响:http://www.751com.cn/guanli/lunwen_22917.html