在線評論對網(wǎng)絡消費者沖動購買意愿的影響機理研究.pdf

1、華中科技大學碩士學位論文在線評論對網(wǎng)絡消費者沖動購買意愿的影響機理研究姓名：覃伍申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：常亞平20090501IIA A A Abstract bstract bstract bstractIn recent years, as China’s extraordinarily rapid development of the Retail Network,more and more consumers

2、choose to buy commodities through the Internet. According torelevant information investigations at home and abroad, there are many consumers oftenmaking impulse phurchasing on the internet. There is little research on on

3、line impulsebuying at present, although there is a 50-year-old history of research on impulsephurchasment and matured theory about it aboard. And thers is a lack of researches aboutonline review and online impulse phurch

4、asment in academic circles, with online reviewbeing strongly related to impulse buying as an important factor influencing consumers ’purchase decision. Staring from online review, this article does a research on themecha

5、nism between online review and online impulse purchasing intent.Referred to the literatures on online review and on impulse buying of scholars, andtheories on information and on psychology, based on the experiences of in

6、ternetconsumers reading online review, this paper studied the influence of following factors:online review(such as review content、quantity、form、time)、emotion response(such aspleasure 、 arousal)and interference factor(suc

7、h as impulse buying tendency 、 virtualcommunity relationship), and establishes a model of impulsive buying comprised of thethree aspects. The results educed from analyzed the data by using LISREL8.70, SPSS13.0.and the fo

8、llowing statistical methods to test the assumption of our study were adopted:descriptive analysis, CFA analysis, reliability analysis, analysis of correlation ,regressionanalysis ,interaction analysis and Chow-test.The r

9、esults proved that: online review content、quantity、form and time improveonline impulse buying intent; The emotion response of pleasure is mediator in relationshipof online review and impulse buying intent; impulse buying

10、 tendencymoderate the degreeor strength of relationship between online review and impulse buying intent: highlyimpulsive consumer s are more likely to experience spontaneous buying stimuli; Virtualcommunity relationship

11、doesn’t have the effection of moderating. According to theconclusion , we give some marketing suggestions.Key Key Key Key words: words: words: words: Online review Online impulse buying intent Emotion responsesImpulse bu