| 自我修正不当情境下在线冲动消费对顾客购后行为的影响研究 |
| |
| 引用本文： | 高华,陈清清.自我修正不当情境下在线冲动消费对顾客购后行为的影响研究[J].价值工程,2020(2):228-230. |
| |
| 作者姓名： | 高华 陈清清 |
| |
| 作者单位： | 1.天津理工大学管理学院 |
| |
| 基金项目： | 国家自然科学基金面上项目“基于风险能量的BT债务规模边界及风险控制”（71471131）;天津市高校“学科领军人才培养计划”项目（津教委人函〔2017)22号〕;高等学校创新团队建设规划项目（TD13-5018） |
| |
| 摘 要： | 在自我修正不当情境下,对在线冲动消费行为进行定义,并根据文献研究法和专家访谈法建立起在线冲动消费、羞愧、内疚、关系质量和购后行为之间的结构方程模型。通过回收及分析分卷数据得出,在线冲动消费对顾客情绪羞愧和内疚均存在正向影响作用;羞愧对顾客购后行为转换意向、抱怨行为有正向影响作用;内疚对顾客购后行为转换意向、抱怨行为、负面口碑传播有正向影响作用;关系质量正向调节在线冲动消费行为对羞愧和内疚的影响。
|
| 关 键 词： | 自我修正 冲动消费 购后行为 |
A Study on the Impact of Online Impulse Consumption on Customer Post-purchase Behavior in the Improper Self-correction Situation |
| |
| GAO Hua,CHEN Qing-qing.A Study on the Impact of Online Impulse Consumption on Customer Post-purchase Behavior in the Improper Self-correction Situation[J].Value Engineering,2020(2):228-230. |
| |
| Authors: | GAO Hua CHEN Qing-qing |
| |
| Institution: | (School of Management,Tianjin University of Technology,Tianjin 300380,China) |
| |
| Abstract: | In the context of improper self-correction,the online impulse consumption behavior is defined,and a structural equation model between online impulse consumption,shame,guilt,relationship quality,and post-purchase behavior is established based on literature research methods and expert interview methods.Through the collection and analysis of the volume data,it is concluded that online impulse consumption has a positive effect on customer emotional shame and guilt;shame has a positive effect on customer’s post-purchase behavior conversion intention and complaint behavior;guilt has a positive effect on customer post-purchase behavior conversion intentions,complaints,and negative word-of-mouth communication;relationship quality positively regulates the impact of online impulsive consumer behavior on shame and guilt. |
| |
| Keywords: | self-correction impulse consumption post-purchase behavior |
| 本文献已被 维普 等数据库收录！ |
