基于冲动性购买的网上购物诱发因素研究
基于冲动性购买的网上购物诱发因素研究
【摘要】冲动性购买行为涉及到复杂的心理过程及情绪状态，是多种因素共同作用的结果。本文通过总结现有的研究成果并结合实证调查，从网上消费者的个性特质、情绪因素等个人因素和价格因素、产品因素、信用因素等外部刺激因素角度出发，对其冲动性购买行为的诱发因素进行分析探讨，并为网上零售业界提出一些具可操作性的对策和建议。
【关键词】冲动性购买；网上购物；诱发因素
A Study on The Inducement of On-line Shopping Based on Impulsive Purchasing
Supervisor: Lecturer HE He-ping
【Abstract】The impulsive purchasing behavior of the consumer which involves complicated psychology process and emotion statement is the result of the coefficient of various factors. This text tries to provide some operational countermeasures and advices to the on-line retailing by summarizing the research result now available which goes with demonstration and investigation from the on-line consumers' personal factors such as character characteristic, the motion factors and external incitation ,such as price factor, product factor, reputation factor and so on, analyzing and approaching the factors which bring out the impulsive purchasing behavior in the on-line shopping.
【Key words】Impulsive Purchasing, On-line Shopping, Evocative Factor
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