消费者冲动购买行为的前因:发展中国家的视角

IF 1.3 4区 计算机科学 Q1 Computer Science
Ugdam Mishra
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引用次数: 0

摘要

冲动性购买指的是消费者在购买任何商品之前做出的计划外的决定。认识到影响消费者冲动购买行为的因素有助于零售商店了解消费者的决策过程,从而帮助他们设计和制定行动方案。然而,仅在发展中国家的背景下进行这方面的研究很少。本研究的目的是找出影响冲动购买行为的因素,以及其中的关键因素。在收集了141份有效问卷后,采用结构方程模型对提出的概念模型进行了验证。使用AMOS 26对数据进行分析。数据分析分为两部分:测量模型和结构模型。三项协方差达到最优模型拟合,揭示了享乐价值和购物享受对冲动购买的显著影响。本研究有助于了解享乐价值、营销刺激、购物享受和社会互动对冲动购买行为的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Antecedent of Consumer Impulsive Buying Behavior: A perspective of Developing Nation
Impulsive buying concerns the unplanned decision made by consumers before buying any items. Recognizing the factors that influence consumer’s impulsive buying behavior aids retail stores to understand consumer’s decision-making process and accordingly help them design and develop courses of action. However, few studies have only been conducted in this area in context of developing nation. The purpose of this study is to identify the factors that influence impulsive buying behavior and the vital factor amongst them. After collecting 141 valid responses, the study validated the proposed conceptual model using structural equation model. AMOS 26 was used to analyze the data. Data were analyzed in two-fold: Measurement model and structural model. Three items were covaried to reach the optimal model fit revealing hedonic value and shopping enjoyment significant influence on impulsive buying. This research contributes to the knowledge about the relationship among hedonic value, marketing stimuli, shopping enjoyment and social interaction with impulsive buying behavior.
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来源期刊
IBM Journal of Research and Development
IBM Journal of Research and Development 工程技术-计算机:硬件
自引率
0.00%
发文量
0
审稿时长
6-12 weeks
期刊介绍: The IBM Journal of Research and Development is a peer-reviewed technical journal, published bimonthly, which features the work of authors in the science, technology and engineering of information systems. Papers are written for the worldwide scientific research and development community and knowledgeable professionals. Submitted papers are welcome from the IBM technical community and from non-IBM authors on topics relevant to the scientific and technical content of the Journal.
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