石家庄经济学院学报
石傢莊經濟學院學報
석가장경제학원학보
JOURNAL OF SHIJIAZHUANG UNIVERSITY OF ECONOMICS
2014年
3期
98-104
,共7页
在线冲动性购买%愉快%后悔%重复购买意愿
在線遲動性購買%愉快%後悔%重複購買意願
재선충동성구매%유쾌%후회%중복구매의원
online impulse buying%pleasant%regret%repurchase intention
以在线冲动性购买后的情绪反应和重购行为研究对象，探究了网络冲动性购买与愉快、后悔情绪及重复购买意愿的关系。研究结果表明，在线冲动性购买与购后的愉快情绪显著负相关，与购后后悔情绪显著正相关。冲动性购买购后愉快情绪与重复购买意愿正相关，后悔情绪与网络消费者重复购买意愿的关系则不显著。
以在線遲動性購買後的情緒反應和重購行為研究對象，探究瞭網絡遲動性購買與愉快、後悔情緒及重複購買意願的關繫。研究結果錶明，在線遲動性購買與購後的愉快情緒顯著負相關，與購後後悔情緒顯著正相關。遲動性購買購後愉快情緒與重複購買意願正相關，後悔情緒與網絡消費者重複購買意願的關繫則不顯著。
이재선충동성구매후적정서반응화중구행위연구대상，탐구료망락충동성구매여유쾌、후회정서급중복구매의원적관계。연구결과표명，재선충동성구매여구후적유쾌정서현저부상관，여구후후회정서현저정상관。충동성구매구후유쾌정서여중복구매의원정상관，후회정서여망락소비자중복구매의원적관계칙불현저。
This article takes the post-purchase emotion and behavior of online impulse buying as the research object , explores the relationship of online impulse buying , happy , regret emotion and repurchase intention .Research result shows that online impulse buying is negatively correlated to post purchase pleasant emotion , positively correlated to post purchase regret .The pleasant mood after impulse buying is positively correlated to repeat purchase intention , while regret is not so related to repeat purchase intention .
