【作者】 任芬； 王艳茹； 陈功香；

【Author】 Ren Fen;Wang Yanru;Chen Gongxiang;University of Jinan,School of education and psychology;

【机构】 济南大学教育与心理科学学院；

【摘要】 随着社会的飞速发展,网络购物在人们的生活中扮演着越来越重要的角色,而大学生更是网络购物的主力军之一。为探讨大学生网购者人格特质、在线评论及冲动购买之间的关系,本研究采用在线评论与消费者冲动购买的关系研究量表、消费者冲动购买行为量表与大五人格量表,通过方便取样,对济南大学300名在校大学生进行了问卷调查,对所收集数据进行t检验、相关分析及回归分析,得出以下主要结果:大学生网购者冲动购买在性别变量上没有显著差异;在是否有促销节方面存在显著差异,即促销节会引发消费者冲动购买行为。网购条件下,在线评论包括评论内容、评论质量、评论数目以及评论时效等维度,均对购买意愿及行为产生影响,经研究发现评论的数量越多、内容越贴切、质量越高、时间越近,越容易引发消费者的冲动购买意愿,进而发生冲动购买行为;而大五人格的各维度中,在本研究中仅开放性维度对冲动购买行为有显著的正向预测作用。在线评论在开放性与冲动购买行为间未发现有中介作用。因此,本研究的主要结论是:(1)评论内容、评论质量、评论数量和评论时效对消费者的冲动购买均有显著的正向预测作用。(2)大五人格特质的五个维度中,只有开放性对冲动购买有显著的正向预测作用。(3)在线评论对开放性与冲动购买没有中介作用,开放性对冲动购买有直接的正向预测作用。更多还原

【Abstract】 In order to explore the relationship between personality traits of college student online shoppers,online comments and impulse buying,we took the relationship of online reviews and consumer impulse buying scale,consumer impulse buying behavior scale and Big Five Personality Scale in this study as measure tools.A sample of 300 college students in University of Jinan were recruited to finish these scales after class,the data were analyzed by t-test,correlation analysis and regression analysis.Results are as follows:students impulse purchase online shoppers were no significant differences in terms of gender;There were significant differences in terms of the promotion festival,that will lead to consumer impulse buying behavior.Under conditions of online shopping,online reviews divided comments content,comments quality,number of comments,the comments of aging and other dimensions,the study found the more comments after a merchandise,the more relevant the content,the higher the quality,the more recent period,the more likely stimulate consumer impulse buying will occur,thus occurrence of impulse buying behavior;openness for impulse buying have a sigmficant positive effect.Online comments on the openness and the role of impulse buying without intermediaries.Therefore,the conclusions of this study as follows:(1) comments content,comments quality,number of comments and comments aging have a significant positive effect with consumer impulse buying.(2) In the five dimensions of the Big Five personality traits,only openness for impulse buying have a significant positive effect,(3)Online comments is no intermediary role between the openness and impulse buying,openness to impulse buying has a positive direct effect.更多还原