网络商店形象对情感反应和在线冲动性购买意愿的影响

文章对M-R模型进行调整,建立了反映网络商店形象对情感反应和在线冲动性购买意愿影响的概念模型,并利用结构方程模型对概念模型进行了验证。研究结果表明:商品形象对在线冲动性购买意愿的总体正面影响最强,其次是促销形象,沟通形象的总体正面影响最弱,订单履行形象的总体影响则是负面的;商品形象和促销形象对冲动性购买意愿有直接积极的影响,订单履行形象对冲动性购买意愿有直接负面的影响;商品、沟通和订单履行形象对顾客快乐情感有积极显著的影响,而且商品形象能积极显著地影响顾客的唤起情感;快乐和唤起两种情感反应能积极显著地影响在线冲动性购买意愿。文章根据这些发现提出了相应的营销建议,并给出了研究的局限和未来研究方向。

Influence of Online Store Image on Emotion and Impulse Buying Intent

Modifying the Mehrabian-Russell model, this study proposes a conceptual model for exploring how online store image dimensions influence emotion and impulse buying intent (IBI). With a structural equation model analysis, this study shows that the total effect of merchandise on IBI is positive and the strongest. The total effects of promotion and communication are also found to be significant and positive. The dimension of order fulfillment, however, is found to affect IBI negatively in aggregate. Merchandise and promotion have direct and positive influences on IBI, while order fulfillment influences IBI directly and negatively. In addition, the results indicate that merchandise, communication, and order fulfillment have significant and positive effects on the degree of customer pleasure, while merchandise significantly influence the level of arousal positively. Both pleasure and arousal as customer emotions are significant determinants of IBI. The implications for online retailers and a