网络强迫性购买倾向的影响机制及应对措施研究

被引：63

作者：

赵占波 ^{[1
]}

杜晓梦 ^{[2
]}

陈凯 ^{[3
]}

机构：

[1] 北京大学软件与微电子学院

[2] 北京大学光华管理学院

[3] 北京林业大学经济管理学院

来源：

管理评论 | 2014年 / 26卷 / 04期

关键词：

网络强迫性购买; 网络营销情境; 促销; 消费者特质; 负面情绪;

D O I：

暂无

中图分类号：

F724.6 [电子贸易、网上贸易]; F274 [企业供销管理];

学科分类号：

020206 [国际贸易学]; 120301 [农业经济管理];

摘要：

本文旨在研究网络强迫性购买倾向的内外部形成机制及应对措施。强迫性购买一直是深受营销学界关注的一个重要领域,然而国内外研究对网络环境下强迫性购买现象的讨论是非常有限的。本研究将强迫性购买的研究变量与网络情境的独特因素相融合,运用结构方程模型的方法,对引起网络强迫性购买倾向的内外部因素及其影响机制进行了全面考察。结果显示,这些外部因素和内部因素通过不同的中介变量提升网络强迫性购买倾向。同时,内部因素的作用比外部因素的作用更强。最后,本文针对如何控制网络强迫性购买倾向给出了建议。

引用

页码：130 / 141

页数：12

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