中国健康心理学杂志Issue(2)：214-218,5.DOI:10.13342/j.cnki.cjhp.2015.02.018
网络购物下第三方评价与冲动性购买意愿：情绪的调节作用和中介作用
Third-party Product Reviews and Impulse Buying Intent of Online Group-Buying:The Mediating and Moderating Role of Emotion
摘要
Abstract
Objective:To study how emotion mediate and moderate the relationship of third -party product reviews and impulse buying intent .Methods:The Impulse Buying Intent Scale , Third -party Product Reviews Scale and PAD Emotion Scale for University Students were administered to 408 valid subjects .Results:①Third-party product reviews and its various dimensions were positively correlated with impulse buying intent(r=0.134~0.326,P<0.01);②Impulse buying intent was positively corre-lated with pleasure(r=0.793,P<0.01)and arousal(r=0.149,P<0.01);③Third-party product re-views and its various dimensions were positively correlated with arousal (r=0.131~0.257,P<0.01);④Arousal of emotion served to mediate the association between third -party product reviews and impulse buying intent according to the structure equation model ,pleasure moderated the association between third-party product reviews and impulse buying intent according to regression analysis .Conclusion:Third-party product reviews has an important influence on the impulse buying intent .Arousal increases the level of third-party product reviews and impulse buying intent while pleasure enhances relationship the third-party product reviews for impulse buying intent .关键词
情绪/冲动性购买意愿/第三方评价/激活度/愉悦度/中介作用/调节作用Key words
Emotion/Impulse buying intent/Third-party product reviews/Arousal/Pleasure/Moder-ating role/Mediating role分类
医药卫生引用本文复制引用
吕泊怡,张利明,苗心萌,屠金路..网络购物下第三方评价与冲动性购买意愿：情绪的调节作用和中介作用[J].中国健康心理学杂志,2015,(2):214-218,5.基金项目
国家大学生创新创业计划项目资助项目 （）
