消费者在Instagram上的冲动购买行为：流量体验和Hedonic浏览对冲动购买的影响

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2020-09-22 DOI:10.1080/15332861.2020.1816324

Forough Shahpasandi, A. Zarei, M. S. Nikabadi

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引用次数: 31

摘要

摘要在这项研究中，通过对Instagram用户的调查，作者研究了享乐浏览和流量作为内在动机如何影响Instagram用户及其冲动购买行为的认知和情感体验。这项调查针对635名伊朗Instagram用户。通过SmartPLS 3.0使用结构方程建模进行数据分析。在一个估计的结构模型中，享乐浏览对流量有积极影响，而流量对认知和情感体验购物有积极影响。此外，认知和情感体验对冲动购买有积极影响。尤其是流量对网上冲动购买有直接影响。文章总结道，通过使用认知和情感因素，对更有效地管理确保在线客户的过程有意义。

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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Consumers’ Impulse Buying Behavior on Instagram: Examining the Influence of Flow Experiences and Hedonic Browsing on Impulse Buying

Abstract In this study, via a survey of Instagram users, the authors examined how hedonic browsing and flow, as intrinsic motivators, have an impact on the cognitive and affective experience of Instagram users and their impulse buying behavior. The survey was conducted on 635 Iranian Instagram users. Data analysis was conducted using structural equation modeling via SmartPLS 3.0. In an estimated structural model, hedonic browsing has a positive effect on flow, whereas flow has a positive effect on cognitive and affective experience shopping. Additionally, cognitive and affective experience have a positive effect on impulse buying. In particular, flow has a direct effect on online impulse buying. Implications for more effective management of the process of securing online customers through the use of cognitive and affective factors conclude the article.

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.