双十一网购意向的驱动因素:一项针对中国消费者的研究

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2017-04-12 DOI:10.1504/IJEMR.2017.10004288

Xiaqing Zhao, Hooi Lai Wan

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引用次数: 8

摘要

本研究的目的是了解中国消费者在光棍节网上购买意愿的驱动因素。数据收集自214名在光棍节有过网购经历的中国消费者。结果表明，消费者在线购买意愿与促销、网店氛围、口碑、广告和消费习惯呈正相关，并与感知价值、购物享受、冲动购买倾向和浏览等中介有直接或间接的关系。更具体地说，广告和消费仪式在所有驱动因素中表现出更强的影响。本研究的经验证据将有助于网上购物购买意愿的文献，因为很少有研究涉及消费者在光棍节网上购买意愿的驱动因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Drivers of online purchase intention on Singles' Day: a study of Chinese consumers

The purpose of the present study is to understand the drivers of Chinese consumers online purchase intention on Singles' Day. Data were collected from 214 Chinese consumers who have online purchase experience on Singles' Day. The results show that consumers online purchase intention is positively related to promotion, e-store atmosphere, word of mouth, and advertising and consumption rituals with either direct or indirect relationship with mediators such as perceived value, shopping enjoyment, impulsive buying orientation, and browsing. More specifically, advertising and consumption rituals exhibit a stronger influence among all drivers. The empirical evidence of this study will contribute to the literature in online shopping purchase intention as little research has addressed drivers of consumers online purchase intention on Singles' Day.

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.