本文關(guān)鍵詞：網(wǎng)絡(luò)促銷下消費者沖動性購買意愿的研究　出處：《哈爾濱工業(yè)大學》2015年碩士論文　論文類型：學位論文

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【摘要】：隨著互聯(lián)網(wǎng)的飛速發(fā)展,網(wǎng)絡(luò)購物成為當前最流行的購物模式,網(wǎng)絡(luò)購物可以節(jié)省消費者時間,使其隨時隨地進行購買。網(wǎng)絡(luò)商家間的競爭越來越激烈,為了在競爭中獲得更多的市場份額,網(wǎng)絡(luò)商家在網(wǎng)絡(luò)上推出各類促銷活動,意圖吸引更多消費者。研究學者認為傳統(tǒng)促銷能夠促進消費者的沖動性購買,由于網(wǎng)絡(luò)購物的便捷性更易激發(fā)消費者的沖動性購買意愿,進而產(chǎn)生購買行為。促銷的效果最大化是商家促銷的目的,因此本文選擇研究網(wǎng)絡(luò)促銷下消費者的沖動性購買意愿。本文通過對現(xiàn)有沖動性購買行為的定義、分類、影響因素的相關(guān)文獻的分析,以消費者的沖動性購買特質(zhì)作為網(wǎng)絡(luò)促銷和沖動性購買意愿的中介變量,將網(wǎng)絡(luò)信任作為調(diào)節(jié)變量,提出了論文研究模型。并通過對學者們量表的完善,設(shè)計出了本研究的問卷。利用統(tǒng)計學軟件SPSS通過描述性統(tǒng)計分析、相關(guān)分析和回歸分析對數(shù)據(jù)進行處理,對文中根據(jù)相關(guān)理論和分析提出的假設(shè)進行了檢驗。本文通過對樣本數(shù)據(jù)進行實證分析,得到結(jié)論如下:(1)網(wǎng)絡(luò)促銷能夠顯著影響消費者的沖動性購買意愿;(2)沖動性購買特質(zhì)在網(wǎng)絡(luò)促銷和沖動性購買意愿有中介作用;(3)網(wǎng)絡(luò)信任對消費者沖動性購買意愿有調(diào)節(jié)作用。最后本研究基于研究結(jié)論,對電商和網(wǎng)絡(luò)零售商提出幾點營銷管理建議:(1)根據(jù)促銷時機、產(chǎn)品類型慎重選擇促銷策略;(2)對于促銷策略的宣傳,應(yīng)該新穎獨特,使其能夠瞬間引起消費者的注意力;(3)電商和網(wǎng)絡(luò)零售商應(yīng)該齊心協(xié)力通過對網(wǎng)站的維護、提高商品質(zhì)量和售后服務(wù)提升消費者的網(wǎng)絡(luò)信任,從而使消費者更有欲望去購買商品。
[Abstract]:With the rapid development of the Internet, online shopping has become the most popular shopping mode. Online shopping can save consumers time and make them purchase at any time and anywhere. The competition between online merchants is becoming more and more fierce. In order to gain more market share in the competition, online merchants launch all kinds of promotional activities on the Internet, with the intention of attracting more consumers. Researchers believe that traditional promotions can promote consumers' impulse buying. Because of the convenience of online shopping, it is easier to stimulate consumers' impulsive purchase intention, and then produce purchase behavior. The purpose of business promotion is to maximize the effect of sales promotion. Therefore, this paper chooses to study consumers' impulsive purchase intention under internet promotion. Through the definition, classification, influencing factors of the relevant literature analysis of the existing impulsive buying behavior. Taking the impulsive purchase trait of consumers as the intermediary variable of network promotion and impulse purchase intention, taking network trust as the regulating variable, this paper puts forward the research model of this paper, and through the improvement of scholars' scale. The questionnaire of this study was designed. The data were processed by descriptive statistical analysis, correlation analysis and regression analysis using the statistical software SPSS. This paper tests the hypothesis based on the relevant theory and analysis. This paper makes an empirical analysis of the sample data. The conclusion is as follows: (1) Internet promotion can significantly affect consumers' impulsive purchase willingness; (2) impulsive purchase traits play an intermediary role in internet promotion and impulsive purchase intention; Finally, based on the conclusions of the study, several marketing management suggestions for e-commerce and online retailers are put forward. Careful selection of promotional strategies for product types; 2) to promote the promotion strategy, should be novel and unique, so that it can instantly attract the attention of consumers; Ecommerce and online retailers should make concerted efforts to improve the quality of goods and after-sales service to enhance consumers' online trust through the maintenance of websites, so that consumers have more desire to buy goods.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F713.55

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本文編號：1396136