浙江大学学报（理学版）2017，Vol.44Issue(3)：369-378,10.DOI:10.3785/j.issn.1008-9497.2017.03.019
网站特性对消费者在线冲动购买的影响
The effect of website characteristics on online impulse buying
摘要
Abstract
Based on the questionnaire survey of 319 e-consumers of different professions from different regions and the stimulusvorganism-response(S-O-R) theory, we investigated the effect of visual attractive and ease of use of the website on emotion and impulse buying.Results show that: 1) The visual attractive and ease of use positively predict the pleasure and arousal of consumer emotion.2) Pleasure positively predicts impulse buying and moderates the effect of arousal on impulse buying.Under high pleasure, arousal positively predicts impulse buying, while under low pleasure, arousal negatively predicts impulse buying.3) Visual attractive and ease of use of the website affect impulse buying through the mediation of pleasure.The experimental data of 204 females' online shopping on a fictitious shopping website verify the above results.Our study suggests that the visual attractive and ease of use play an important role in impulse buying, which provides useful hints to e-retailers.关键词
冲动购买/在线购物/网站特性/情绪Key words
impulse buying/online purchase/website characteristics/emotion分类
社会科学引用本文复制引用
刘彤,陈曦,陈毅文..网站特性对消费者在线冲动购买的影响[J].浙江大学学报（理学版）,2017,44(3):369-378,10.基金项目
国家自然科学基金资助项目(71171188). （71171188）
