摘要
自2009年阿里巴巴"双十一"购物节开始,网络购物节受到了研究者和实践者的普遍关注。为了研究网络购物节期间的羊群效应及消费者冲动购物行为,本文基于社会影响理论和羊群效应构建研究模型,通过调查问卷收集数据进行实证分析。研究结果表明,网络购物节期间的社会影响显著影响消费者不全信自己拥有的信息和模仿他人,而对冲动购物行为的直接影响作用不显著;不全信自己拥有的信息和模仿他人均能显著影响消费者冲动购物,并且模仿他人的影响作用更大。因此,对于购物平台及商家来说,在购物节期间可以采取合理的营销手段,增加活动并强化消费者传播激励机制,如分享购物节红包、分享购物节游戏赢红包、分享购物节活动信息获得优惠奖励等,加大购物节活动及商家的品牌和产品宣传力度,多方面扩大购物节的社会影响;优化购物节期间产品和服务的展示内容与方式,尽可能详尽地描述产品信息,降低消费者对个人所拥有信息的不确定性,引导消费者理性消费,降低冲动购物的成本。对于消费者来说,则应理性参与网络购物节活动,不盲目跟风,切实从自身需求出发选购商品,认可商品的价格、质量、品牌和服务等商品信息后理性购物,避免冲动购物导致的后悔行为,降低自身购物成本和商家成本。
Since Alibaba’s first debut of"Double 11"Shopping Festival in 2009,online shopping festival has attracted increasing more attention from both the researchers and practitioners. In order to examine the herd behavior and the impulse buying behavior during online shopping festival,based on the scenario of herd behavior and social influence theory,the authors design the questionnaire to collect empirical data. It shows that:social influence has significant impact on imitating others and discounting own information during online shopping festival,but has no direct significant impact on impulse buying behavior;and discounting own information and imitating others affect consumer impulse buying behavior,and the influence effect of imitating others is much greater. So for shopping platform and sellers,during shopping festival,they should adopt rational marketing strategy,organize more activities,and formulate more incentive mechanism to encourage consumers to publicize;and they should optimize the exhibition content and pattern for product and service in the shopping festival,try to demonstrate them as detailed as possible to reduce the information uncertainty,guide the rational consumption,and reduce the cost of impulse buying. For consumers,they should rationally take part in the shopping festival,avoid blind shopping and impulse buying,and reduce their own shopping cost and the sellers’ cost.
作者
殷猛
李琪
刘洋
YIN Meng;LI Qi;LIU Yang(Henan University of Animal Husbandry and Economy,Zhengzhou,Henan450045,China;Xi'an Jiaotong University,Xi'an ,Shaanxi710061,China;Jilin University of Finance and Economics,Changchun,Jilin130117,China)
出处
《中国流通经济》
CSSCI
北大核心
2019年第8期99-107,共9页
China Business and Market
基金
河南牧业经济学院博士科研启动资金资助
河南牧业经济学院校级教育教学改革研究项目“政产学研用协同下电子商务复合应用型人才培养模式研究”(2018-ZCXM-017)
关键词
网络购物节
社会影响
羊群效应
冲动购物
online shopping festival
social influence
herd behavior
impulse buying behavior
