结伴购物对冲动性购买行为的影响研究——以大学生群体为例

本文以大学生群体为例,探讨了结伴购物时"同伴类别"、"群体凝聚度"和"个体易受影响度"三个变量对消费者冲动性购买行为的影响。结果表明,不同群体的结伴购物对个体的冲动性购买行为会产生不同的影响。相比家人陪同,朋友陪同的情况下,个体的冲动性购买欲望和购买意向会更加强烈。另外,当陪同群体具有较高的凝聚度时,或者当个体易受影响度较高时,不同陪同群体(家人或朋友)对个体冲动性购买行为的影响差异更为显著。     

社会比较倾向与心理控制源对消费者冲动性购后满意度的影响

冲动性购买是现实生活中相当普遍的现象,本文利用问卷调研手段,选择以冲动性购买的满意度为视角,探讨了社会比较倾向,心理控制源对冲动性购买的满意度的影响。研究表明:高社会比较倾向者较低社会比较倾向者具有较低的冲动性购后满意度,内控人格特质者较外控人格特质者具有较低的冲动性购后满意度,而且社会比较倾向与心理控制源对冲动性购后满意度存在交互作用,强化了对冲动性购后满意度的影响。     

经理人薪酬与公司保险需求评估与分析

本文欲探讨经理人薪酬对最适保险决策的影响,本文设定两项条件来研究,第一项条件为是否存在破产风险,有破产风险表示当意外事故发生时公司会破产,预测有破产风险下经理人会倾向购买保险,降低自身承担的风险。第二项条件为探讨不同经理人薪酬制度的保险决策,预测当经理人薪酬与公司价值链接程度越高,经理人更倾向购买保险以降低承担的风险。有破产风险、浮动薪酬下,经理人效用存在最适投保额度为移除破产风险的部分险。     

网购行为时个性特质对冲动性购买倾向的影响

<正>通过以前的研究已经得知影响消费者进行冲动性购买的因素是多样的,包括经济、环境、个性等方面。已有研究证明,消费者的个性特质是冲动性购买的决定因素,但是并未进行深入研究,本研究在此基础上将个性特质划分为四个维度,分别研究每一维度对冲动购买倾向的影响机制。此外,将网络购买这一行为融合到冲动性购买领域,调查不同程度的网络购物者是否会对个性特质的四个维度与冲动性购买倾向的关系产生显著影响,这是从前的研究未涉及到的命题。     

网上购物风险对消费者行为的影响——感知风险不同对购买偏好的影响机制比较

文章创新性地将感知风险作为变量因子研究不同消费者的购买偏好差异并在价格、品牌两个维度上得到验证,研究结果表明:网上购物时,消费者感知风险不同会影响其对价格、品牌的购买偏好;对于高风险感知者,对价格较高、品牌知名度较高的商品会产生更大的购买意愿;对于低风险感知者,对价格不同、品牌知名度不同的商品的购买意愿则不存在显著差异.文章建立在感知风险理论和消费者减少风险理论基础上,以感知风险结合价格、品牌知名度研究消费者行为偏好差异,从而更好地把握网上购物风险对消费者行为的影响.     

本土化视角下冲动性购买倾向的因子分析

本文以449份被调查的消费者为资料,用因子分析等方法分析了冲动性购买倾向的五个维度:享乐主义动机、占有欲动机、心情调节动机、购买体验动机、计划性程度,进而研究其对消费者冲动性购买倾向的影响程度。研究结果显示:占有欲动机和购买体验动机在消费者的冲动性购买倾向中起重要影响作用,其次是心情调节和享乐主义动机,而计划性程度与冲动性购买倾向存在着负相关关系。     

参考效应对价格感知影响的内隐机制

消费者在购买产品时,关于产品价格的评价越来越受心理方面因素的影响,挖掘这些心理影响因素已经成为学者们的重要研究课题。交易效用理论认为感知的交易价值即对某一交易的"损失"和"收益"评价直接影响人们的购买决策,而交易价值为支付价格与参考价之间的差额,因此参考价的确定成为价格感知的关键。     

招徕定价策略及其应用

招徕定价的奥妙就在于人们会在低价或高价的诱惑下来到商场，按照心理学的观点，人们 在逛商场时，会自然或不自然地产生购买欲望，产生“冲动性购买”，从而达到扩大销售、增加 利润的目的。     

网红直播对消费者冲动性购买意愿影响研究

以准社交互动理论为基础，基于刺激—机体—响应（SOR）研究框架，探讨网红专业性、吸引力以及态度同质性对消费者冲动性购买意愿的影响机制。通过问卷调查收集数据，采用结构方程模型对理论框架和假设进行分析和验证，研究表明：网红专业性、吸引力和态度同质性正向影响准社交互动；专业性、吸引力和态度同质性通过增加观众对网红的准社交互动感知，提高观众的冲动性购买意愿。     

网上零售商降低消费者感知风险的策略分析

目前感知风险的研究还主要集中在传统的消费情境下,而网上购物作为一种新型的、更为便捷的购买形式已经广为人们所接受,消费者在商店购买时会感知到风险,对于网络购物会感知到更大的风险.因此网络情境下消费者感知风险的产生不仅与消费者自身有关,也与产品的购买环境有很大的关系.文章指出,消费者可以通过自身努力来减少感知风险(如购买名牌、购买高价产品等),同时网上零售商也可以通过一些措施来降低消费者网上购物风险感知,比如安全支付、退款保证、网站声誉、客户的购买经验、产品组成信息、价格和促销等切实可行的策略.     

Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan

Although extensive studies have focused on the impact of different types of sales promotions on consumers’ responses, few studies examined the effects of online sales promotional framing on consumers’ responses from cross-cultural perspective. Therefore, this study explored how cross-cultural differences moderated the effects of buy one get one free and buy two get fifty percent off promotion on consumer responses across China (lower uncertainty avoidance) and Pakistan (higher uncertainty avoidance). Based on the promotional framing effect theory, an empirical investigation across these two countries revealed that people with higher uncertainty avoidance (vs. lower uncertainty avoidance) prefer buy one get one free to buy two get fifty percent off promotion. Buy one get one free will lead to higher consumer perceived quality and purchase intention than buy two get fifty percent off promotion in both Pakistan and China, while the impact of buy one get one free and buy two get fifty percent off on perceived risk, perceived quality, perceived value and purchase intention are significantly larger in Pakistan than in China. In addition, the study verified the negative perceived risk-perceived value link, positive perceived quality-perceived value link and positive perceived value-purchase intention link from cross-cultural investigated data. The study provides new insights into the effects of online sales promotions on consumers’ responses considering cultural differences. Our findings have implications for multinational corporate managers to design appropriate online sales promotions strategies.     

Why is Price Dispersion Higher Online than Offline? The Impact of Retailer Type and Shopping Risk on Price Dispersion

When physically similar products, of similar quality, are offered by retailers both online and offline, we often observe that the dispersion in prices of these products online is greater than the price dispersion offline. This observation runs counter to early theories that suggested price dispersion online would be smaller than that offline due to the ease of search and information availability online. This paper investigates and provides an explanation for this puzzling phenomenon by examining the impact of two important drivers of price dispersion: retailer type and consumers’ shopping risk. Retailer type refers to whether a retailer is a pure offline, pure online, or dual channel retailer. Shopping risk is defined as the product of consumers’ perceived risk of shopping and the transaction uncertainty related to shopping at different types of retailers.A game-theoretic approach is adopted to model consumers’ price search and product purchase, as well as price competition within and across retailer types in online and offline markets. Equilibrium pricing strategies are derived for different retailer types competing for different consumer segments with different levels of perceived shopping risk. The impact of retailer type and shopping risk on online versus offline price dispersion are quantified, and conditions when price dispersion is greater online than offline are identified.Results indicate that price dispersion is greater online when the number of pure online retailers is sufficiently large and is increasing in the number of pure online retailers. In addition, a reduction in online shopping risk may actually increase online price dispersion. Results further suggest that even without any online sales, dual channel retailers should maintain their online presence for the purpose of information dissemination, which justifies the importance for pure offline retailer to incorporate webrooming strategies, where consumers can search for prices online but purchase offline.     

Value‐driven Internet shopping: The mental accounting theory perspective

When faced with competition and the ease with which customers can compare prices across sellers, Internet vendors often lower prices in a bid to increase sales. However, recent research reports that even price‐sensitive customers do not always purchase from Internet vendors offering the lowest prices. In contrast, value has been considered a key motivator of customer decision making in economics and marketing. However, little is known about the role and effect of value in Internet shopping. This study examines online customer purchase decision making from the value perspective based on mental accounting theory. This study also identifies monetary (perceived price) and non‐monetary (perceived risk, convenience, and pleasure) determinants of value. This study further explains how the individual determinants affect online purchase decision making directly and indirectly though value perception. The findings of this study offer Internet vendors practical suggestions for increasing online sales. This study, with its results, also helps advance knowledge of electronic commerce. © 2009 Wiley Periodicals, Inc.     

Promises,Promises: How Consumers Respond to Warranties in Internet Retailing

Past studies have shown that perceived risk is a critical determinant of purchase intention in non–store retailing contexts, including Internet retailing. Extant literature in physical retailing suggests that warranties can be a significant variable in reducing consumers’ perceived risk. We examine the role of Web site warranties in risk reduction and how warranty information interacts with retailer reputation and brand name as two other risk relievers in an online shopping environment. Results suggest that warranties can make a positive difference for online retailers with strong reputations with respect to perceived risk, perceived product quality, and purchase intentions. However, consumers are less influenced by warranty information when dealing with online retailers with weak reputations. For the other extrinsic cue, however, we find that warranty information does not have an effect when dealing with brand names, suggesting that a brand name’s impact on online risk reduction remains regardless of the presence of warranty information.     

The role of product brand image and online store image on perceived risks and online purchase intentions for apparel

Purchase intentions for apparel products often require physical examination prior to purchase. Hence, greater risk is associated with shopping online for apparel products, making it important to examine factors that reduce various risks influencing online purchase intentions. This study examines and compares the impact of two of the most important risk reducers for online apparel shopping – product brand image and online store image – on specific types of perceived risks and online purchase intentions for apparel. The results show that product brand image influences consumers' online purchase intentions both directly and indirectly by reducing various risk perceptions. Online store image impacts purchase intentions indirectly by decreasing risk perceptions. The results of this study provide fresh insight into understanding the impact of product brand image and online store image on each type of perceived risk associated with online shopping.     

A good deal online: The Impacts of acquisition and transaction value on E-satisfaction and E-loyalty

Relying on Thaler's exchange theory, this research examines the unique effects of perceived transaction and acquisition values on consumer e-satisfaction and e-loyalty in an e-commerce setting, along with the moderating role of product/ service category. Overall, consumers' perceptions of transaction value lead to their e-dissatisfaction. Hence, obtaining a good deal does not have the same meaning and influence depending on the type of buying trip (exploratory or goal-directed). These results confirm Thaler's exchange theory's usefulness to analyzing the impact of perceived value on e-satisfaction and e-loyalty. Additionally, in a managerial perspective, this research underlines the importance of adapting promotional strategies to online contexts, since online purchase experience improves when there is an alignment between the customer's goals and the e-tailer’s online offering.     

在线促销限制对消费者购买决策的影响研究——基于精细加工可能性视角

文章基于精细加工可能性理论探究了在线购物情景中不同促销限制类型（时间限制和数量限制）对消费者购买决策行为的影响。通过2（产品涉入度：高vs低）×2（限制类型：限时vs限量）的组间因子实验设计进行了实证研究,结果发现：在线促销情境下,促销限制对消费者购买决策的影响受到消费者产品涉入度的调节。当产品涉入度高时,消费者偏好时间限制促销,购买意向更高,感知控制感起了中介作用。当产品涉入度低时,偏好数量限制促销,购买意向更高,感知稀缺性起了中介作用。文章丰富了促销理论和消费者购买决策理论,同时为商家进行有效的在线促销提供了直接指导。     

Mediating Role of Company Information in the Relationships among Perceived Risks and Purchase Intentions in an Online Retailing Context

The exponential growth of the online retail sector has attracted the attention of researchers across the globe. Understanding the consumer decision-making process in an online retail context is of vital importance to all online retailers. The objective of this study was to examine the direct and indirect impacts of perceived risks on consumers’ purchase intentions in an online shopping context. This study applied structural equation modeling to test the study model with data from 234 samples. We found a significant negative full mediating impact of performance risk, financial risk, physical risk, and psychological risk on consumers’ purchase intentions. Moreover, we found a partial mediating impact of social risk on purchase intentions. However, we did not find a mediating impact of time risk on purchase intentions. These empirical results may help online retailers to better understand their consumers, their intentions to purchase, and their level of risk perceptions. Accordingly, online marketers can frame contemporary strategies to attract retail customers, leading to greater profitability of the organization.     

Drivers of E-store Patronage Intentions: Choice Overload,Internet Shopping Anxiety,and Impulse Purchase Tendency

The dotcom era has infused a rapid increase in the usage of e-commerce in India, making online shopping the new way of retailing. This study investigates online consumers’ e-store patronage intentions, specifically modeling the ties from broad dispositional traits including choice overload, Internet shopping anxiety, and impulse purchase tendency among online shoppers. Based on the responses of 243 online shoppers, the findings suggest that consumers’ e-store patronage has a positive relationship with choice overload such that availability of larger assortments online results in a higher possibility of consumers’ patronage toward such e-tailers. Choice overload in the online context was also found to positively influence consumers’ impulse purchase tendency and showed a positive effect on Internet shopping anxiety. Furthermore, results indicate that the impulse purchase tendency of online shoppers had a significant positive effect on e-store patronage intentions, while Internet shopping anxiety was found to negatively affect the patronage intentions of shoppers.     

Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision

Despite the prevalence of scarcity-induced sales promotion in live commerce, scholarly inquiry began to address impulsive buying recently. This research traces live-stream shopping experiences to scarcity-induced purchase decisions. Grounded in the stimulus-Organism-Response paradigm, this research examines the mediating role of viewing frequency in the relationship between past purchases and impulse buying tendency. The aim is to unravel the relationship between impulse buying tendency and scarcity-induced purchase decisions by examining the mediation of anticipated emotions. A self-administered online survey with 376 respondents using criterion-based judgment sampling techniques. The data was validated through a two-step SEM approach using SmartPLS3 package. The result supports that viewing frequency and anticipated emotions fully mediated the relationship between past purchases and future purchase decisions. This study contributes to appreciating the importance of viewing frequency in live-stream commerce strengthening the performance of impulse buying tendency and triggering anticipated emotions (regret and rejoices) in a scarcity-induced purchase decision.