【作者】 王艳红；

【导师】 李国峰；

【作者基本信息】 哈尔滨工业大学 ， 企业管理， 2015， 硕士

【摘要】 随着互联网的飞速发展,网络购物成为当前最流行的购物模式,网络购物可以节省消费者时间,使其随时随地进行购买。网络商家间的竞争越来越激烈,为了在竞争中获得更多的市场份额,网络商家在网络上推出各类促销活动,意图吸引更多消费者。研究学者认为传统促销能够促进消费者的冲动性购买,由于网络购物的便捷性更易激发消费者的冲动性购买意愿,进而产生购买行为。促销的效果最大化是商家促销的目的,因此本文选择研究网络促销下消费者的冲动性购买意愿。本文通过对现有冲动性购买行为的定义、分类、影响因素的相关文献的分析,以消费者的冲动性购买特质作为网络促销和冲动性购买意愿的中介变量,将网络信任作为调节变量,提出了论文研究模型。并通过对学者们量表的完善,设计出了本研究的问卷。利用统计学软件SPSS通过描述性统计分析、相关分析和回归分析对数据进行处理,对文中根据相关理论和分析提出的假设进行了检验。本文通过对样本数据进行实证分析,得到结论如下:(1)网络促销能够显著影响消费者的冲动性购买意愿;(2)冲动性购买特质在网络促销和冲动性购买意愿有中介作用;(3)网络信任对消费者冲动性购买意愿有调节作用。最后本研究基于研究结论,对电商和网络零售商提出几点营销管理建议:(1)根据促销时机、产品类型慎重选择促销策略;(2)对于促销策略的宣传,应该新颖独特,使其能够瞬间引起消费者的注意力;(3)电商和网络零售商应该齐心协力通过对网站的维护、提高商品质量和售后服务提升消费者的网络信任,从而使消费者更有欲望去购买商品。更多还原

【Abstract】 With the rapid development of Internet, shopping online has been prevailed among the world. It provides a convenient way for consumers to shopping. As the stiff competitions among online sellers, they use various promotions to attract more consumers, and then gain the more market share. In scholars’opinions, the traditional promotions can stimulate the impulse purchase, for that the conveniences of online shopping excite the willingness of consumers to impulse purchase. The sellers intend to realize the maximization of promotion effect. So my paper studies the willingness of impulse purchase under the online promotions.My paper pattern is based on the analyses of reference documents about the definition, classification and influencing factors of the impulse purchase behaviors, regarding the special quality of impulse purchase as the intermediary variable between the online promotions and the willingness of impulse purchase and the online trust as the adjustable variable. At the same time, I also perfect the scales of scholars and then complete the questionnaire. In the process of study, I adopt the statistical software named SPSS to data processing with its descriptive statistical analyses, correlation analyses and regression analyses, in order to examine the hypotheses of my paper.According to data analyses, I draw the conclusion as the following part. Firstly, online promotions can dramatically affect the willingness of consumers to impulse purchase. Secondly, the special quality of impulse purchase is the intermediary between the online promotions and the willingness of impulse purchase. Thirdly, the online trust can adjust the willingness of impulse purchase.At last, I give some advice to electronic commerce platform and marketing management, which is based on the result of my study. Firstly, they should cautiously choose the promotion strategies based on the opportunity and the types of products of promotions. Secondly, they also should give ingenious publicity to the promotion strategies to draw the consumers’ attention immediately. Thirdly, they should make concerted efforts to website maintenance and improve the quality and after-sale service of products. In this way, they can gain the trust of consumers, then to stimulate consumers to impulse purchase.更多还原