时间压力对网络冲动性购买的影响研究：交易效用和感知风险的调节

以往关于时间压力对冲动性购买影响的研究结论具有两面性，即促进或抑制。文章引入交易效用和感知风险两个调节变量，通过两个实验探讨了时间压力对网络冲动性购买倾向影响的边界条件。首先，当交易效用较高时，时间压力的增加会导致其网络冲动性购买倾向的提高；而当交易效用较低时，时间压力的增加会导致其网络冲动性购买倾向的降低（实验一）。其次，当人们感知风险较低时，时间压力的增加会导致其网络冲动性购买倾向的提高；而当人们感知风险较高时，时间压力的增加会导致其网络冲动性购买倾向的降低（实验二）。研究结论可以帮助电商企业进一步了解消费者的冲动性购买行为，充分利用时间压力的影响，制定更灵活有效的促销策略。

Influence of Time Pressure on Consumer's Online Impulsive PurchaseModerating Effect of Transaction Utility and Perceived Risk

Previous studies on the impact of time pressure on impulsive purchase have two sides, that is, promotion or inhibition. This paper introduces two regulatory variables, transaction utility and perceived risk, and discusses the boundary conditions of the impact of time pressure on Internet impulsive purchase tendency through two experiments. Firstly, when the transaction utility is high, the increase of time pressure will lead to the improvement of Internet impulsive purchase tendency. When the transaction utility is low, the increase of time pressure will lead to the decrease of Internet impulsive purchase tendency (Experiment 1). Secondly, when people's perceived risk is low, the increase of time pressure will lead to the improvement of their online impulsive purchase tendency. When people's perceived risk is high, the increase of time pressure will reduce their online impulsive purchase tendency (Experiment 2). The research conclusion can help e-commerce enterprises further understand consumers' impulsive purchase behavior, make full use of the influence of time pressure, and formulate more flexible and effective promotion strategies.