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摘要：本文从在校女大学生为研究对象，结合传统零售店内冲动性购买行为影响因素的经典理论，结合互联网购物的特点及女性的个体特质，提取了四类主要的网络冲动性购买行为的影响因素：个体特质、营销刺激因素、情境因素及其他因素，进行描述性统计分析及男女的交叉对比分析，得出了以下结论（1）女大学生在网络购买时表现出更强的冲动性购买特质，抵御营销刺激的能力较差。（2）网络环境因素中，良好的买家展示，详尽生动的产品介绍能有效刺激女大学生的冲动性购买欲望。（3）促销刺激因素中，大幅度降价因素、团购和积分兑换礼品对女生冲动性购买欲望的刺激作用显著高于男性（4）在服务及品质承诺上，包邮、品质承诺和良好的客服态度对女性有着更明显的刺激作用(5)情境因素中，物流下订单和物流的便利性对于女性冲动性购买欲望的刺激有更为明显的刺激作用。此外，不同类别的产品对于女生的刺激作用也不同，女生对于服饰类和化妆品类产品的克制能力更差。最后本文根据上述结论对互联网商家提出了实际的营销策略。33182
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毕业论文关键词：女大学生；网络冲动性购买行为；影响因素
The influence factors of women's impulsive purchase behavior network for college students research - for example
Abstract： From female college students in school as the research object, this paper combined with the traditional retail store's impulsive purchase behavior influence factor of the classical theory, combined with the characteristics of Internet shopping and women's inpidual characteristics, extract the four types of main influence factors of the network's impulsive purchase behavior: inpidual characteristics, marketing stimulation factors, situational factors and other factors, the descriptive statistical analysis and comparison among men and women of the cross analysis, draws the following conclusions: (1) female college students in the network show when buying more impulsive purchase characteristics, resist the ability of the marketing stimulation is poorer. (2) the factors in the network environment, good buyers show, vivid detailed product introduction can effectively stimulate the impulsive purchase desire of female college students. (3) promotion incentives, the steep price factors, coupon and points for the stimulating effect of the impulsive purchase gifts for girls desire is significantly higher than male (4) in service and quality commitment, post, quality commitment and good customer service attitude to women have a more obvious stimulation (5) the situational factors, logistics order impulsive purchase and logistics convenience for women has more obvious stimulation stimulation of desire. In addition, the stimulating effect of the different categories of products for girls is different also, women in clothing and cosmetics products less self-control ability. At the end of the paper, according to the above conclusion of Internet businesses actual marketing strategies are put forward.
Key words: Female college students;Network’s impulsive ; Influence factor;
目 录
摘要4
关键词4
Abstract4
Key words4
引言4
一、绪论5
（一）研究背景5
（二）文献综述6
1．冲动性购买行为的提出和界定 6
2．冲动性购买行为的分类和相关理论 6
（1）冲动性购买行为的分类6
（2）冲动性购买行为影响因素及相关理论研究 6
3．网络冲动性购买行为的提出及相关研究 7
4．基于女性的冲动性购买行为的提出及研究 7
（1）不同性别的购买动机和消费心理7
（2）女性网络冲动性购买行为的影响因素8
二、研究方案设计8
（一）研究框架 8
1．研究框架 8
2．研究对象 8