本文選題：在線沖動(dòng)購(gòu)買(mǎi) + 限時(shí)促銷��； 參考：《太原理工大學(xué)》2017年碩士論文

【摘要】：隨著電商平臺(tái)的日臻完善與電商產(chǎn)品的日益全面,在線購(gòu)買(mǎi)成為人們生活中不可或缺的一部分。2016年天貓“雙十一”當(dāng)天交易額超過(guò)1207.48億元,由此可看出在線購(gòu)買(mǎi)的火爆程度與其巨大的經(jīng)濟(jì)潛力。在電子商務(wù)環(huán)境中,由于購(gòu)物的便捷化與線上刺激手段的多樣化等原因,消費(fèi)者的在線沖動(dòng)消費(fèi)愈加普遍。同時(shí),網(wǎng)絡(luò)商家為了使其產(chǎn)品占據(jù)較大的市場(chǎng)份額并獲得利潤(rùn),網(wǎng)絡(luò)市場(chǎng)競(jìng)爭(zhēng)也日漸激烈,消費(fèi)者的在線沖動(dòng)購(gòu)買(mǎi)也成為其競(jìng)爭(zhēng)目標(biāo)。因此,網(wǎng)絡(luò)商家或企業(yè)近年來(lái)以層出不窮的促銷手段來(lái)刺激消費(fèi)者的在線沖動(dòng)購(gòu)買(mǎi),限時(shí)促銷即為其中一種。那么,網(wǎng)絡(luò)商家或企業(yè)利用限時(shí)促銷的手段刺激消費(fèi)者在線沖動(dòng)購(gòu)買(mǎi)是否會(huì)奏效?其作用機(jī)理如何?因此,本文通過(guò)情境實(shí)驗(yàn)探究限時(shí)促銷情境下時(shí)間壓力與價(jià)格折扣方式對(duì)消費(fèi)者在線沖動(dòng)購(gòu)買(mǎi)的影響機(jī)理,從而為網(wǎng)絡(luò)商家或企業(yè)提出針對(duì)性的實(shí)踐建議。本文在分析梳理已有研究的基礎(chǔ)上,從限時(shí)促銷的兩大特征(時(shí)間限制與物質(zhì)激勵(lì))出發(fā),探究限時(shí)促銷情境下時(shí)間壓力(時(shí)間限制)與價(jià)格折扣方式(物質(zhì)激勵(lì))對(duì)消費(fèi)者在線沖動(dòng)購(gòu)買(mǎi)的影響及二者間的交互效應(yīng)。隨后引入調(diào)節(jié)聚焦理論,探索消費(fèi)者自身調(diào)節(jié)聚焦傾向?qū)ζ湓诰�沖動(dòng)購(gòu)買(mǎi)的影響,并結(jié)合時(shí)間壓力、價(jià)格折扣方式與消費(fèi)者調(diào)節(jié)聚焦傾向形成一個(gè)消費(fèi)者外部因素與內(nèi)部因素整合的研究視角,構(gòu)建三者對(duì)在線沖動(dòng)購(gòu)買(mǎi)影響的理論模型。本文采用情境實(shí)驗(yàn)法收集相關(guān)數(shù)據(jù),得到的結(jié)論有:(1)時(shí)間壓力對(duì)消費(fèi)者在線沖動(dòng)購(gòu)買(mǎi)程度的主效應(yīng)不顯著,即在時(shí)間壓力大與時(shí)間壓力小兩種情況下,消費(fèi)者在線沖動(dòng)購(gòu)買(mǎi)程度無(wú)明顯差異;(2)價(jià)格折扣方式主效應(yīng)顯著,與滿減相比,在直接打折的情況下消費(fèi)者在線沖動(dòng)購(gòu)買(mǎi)程度更高;(3)價(jià)格折扣方式調(diào)節(jié)時(shí)間壓力對(duì)消費(fèi)者在線沖動(dòng)購(gòu)買(mǎi)的影響作用;(4)與防御聚焦傾向消費(fèi)者相比,促進(jìn)聚焦傾向消費(fèi)者具有更高的在線沖動(dòng)購(gòu)買(mǎi)程度;(5)消費(fèi)者調(diào)節(jié)聚焦傾向調(diào)節(jié)時(shí)間壓力對(duì)其在線沖動(dòng)購(gòu)買(mǎi)行為的影響作用;(6)消費(fèi)者調(diào)節(jié)聚焦傾向并未調(diào)節(jié)價(jià)格折扣方式對(duì)其在線沖動(dòng)購(gòu)買(mǎi)的影響作用;(7)消費(fèi)者的調(diào)節(jié)聚焦傾向調(diào)節(jié)時(shí)間壓力與價(jià)格折扣方式對(duì)其在線沖動(dòng)購(gòu)買(mǎi)的影響作用。本研究結(jié)合時(shí)間壓力、價(jià)格折扣方式與消費(fèi)者調(diào)節(jié)聚焦傾向形成了一個(gè)整合的研究視角,針對(duì)限時(shí)促銷中的時(shí)間壓力與價(jià)格折扣方式對(duì)在線沖動(dòng)購(gòu)買(mǎi)的影響及消費(fèi)者自身調(diào)節(jié)聚焦傾向的影響作用提出研究的框架模型,運(yùn)用方差分析的方法對(duì)其作用機(jī)理進(jìn)行分析,在此基礎(chǔ)上為網(wǎng)絡(luò)商家或企業(yè)指明優(yōu)化促銷方案、促進(jìn)消費(fèi)者沖動(dòng)購(gòu)買(mǎi)并提升企業(yè)績(jī)效的途徑。
[Abstract]:With the improvement of e-commerce platform and the increasingly comprehensive e-commerce products, online purchase has become an indispensable part of people's lives. The turnover of Tmall "double Day" in 2016 exceeded 120.748 billion yuan. From this you can see the popularity of online purchases and its huge economic potential. In the electronic commerce environment, due to the convenience of shopping and the diversification of online stimulus, consumers' online impulse consumption becomes more and more common. At the same time, in order to make its products occupy a large market share and gain profits, the online market competition is becoming more and more fierce, and consumers' online impulse purchase has become the competition target. Therefore, in recent years, network merchants or enterprises to promote the promotion means to stimulate consumers to buy online impulse, time-limited promotion is one of them. So will online merchants or businesses use time-limited promotions to stimulate consumers' online impulsive purchases? What is its mechanism? Therefore, this paper explores the influence mechanism of time pressure and price discount on consumers' online impulse purchase through situational experiments, and puts forward some practical suggestions for online merchants or enterprises. On the basis of analyzing and combing the existing research, this paper starts from the two characteristics of time-limited promotion (time limit and material incentive). This paper explores the influence of time pressure (time limit) and price discount (material incentive) on consumers' online impulse purchase under the situation of time limited promotion. Then the theory of regulating focus is introduced to explore the influence of consumers' self-regulation focusing tendency on their online impulse purchase, and combined with time pressure. The way of price discount and the tendency of consumer adjustment focus form a research angle of the integration of external and internal factors of consumers, and construct the theoretical model of the influence of these three factors on online impulse purchase. In this paper, using the situational experiment method to collect relevant data, the conclusion is: 1) the main effect of time pressure on consumers' online impulse purchase degree is not significant, that is, in the case of high time pressure and low time pressure, the main effect of time pressure on consumers' online impulse purchase degree is not significant. There was no significant difference in the degree of online impulse purchase between consumers. (2) the main effect of price discount was significant, compared with the full reduction. In the case of direct discounting, consumers have a higher degree of online impulse buying.) the price discount way adjusts the effect of time pressure on consumers' online impulse buying. Promote focus consumers have a higher online impulse buying degree (5) consumers adjust focusing tendency to adjust the effect of time pressure on their online impulse buying behavior The effect of clasping mode on online impulse purchase (7) the effect of consumers' adjustment and focus tendency to adjust time pressure and price discount on their online impulse purchase. This study combines time pressure, price discount and consumer adjustment focusing tendency to form an integrated research perspective. According to the influence of time pressure and price discount on online impulse purchase and the influence of consumers' self-regulation and focusing tendency, this paper puts forward a framework model, and analyzes its mechanism by means of variance analysis. On this basis, it points out the way to optimize the promotion scheme for the online merchants and enterprises, promote the consumers to purchase impulsively and improve the performance of the enterprises.
【學(xué)位授予單位】：太原理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274

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本文編號(hào)：1874118