CAJ | 학술논문

文章对M-R模型进行调整,建立了反映网络商店形象对情感反应和在线冲动性购买意愿影响的概念模型,并利用结构方程模型对概念模型进行了验证。研究结果表明：商品形象对在线冲动性购买意愿的总体正面影响最强,其次是促销形象,沟通形象的总体正面影响最弱,订单履行形象的总体影响则是负面的;商品形象和促销形象对冲动性购买意愿有直接积极的影响,订单履行形象对冲动性购买意愿有直接负面的影响;商品、沟通和订单履行形象对顾客快乐情感有积极显著的影响,而且商品形象能积极显著地影响顾客的唤起情感;快乐和唤起两种情感反应能积极显著地影响在线冲动性购买意愿。文章根据这些发现提出了相应的营销建议,并给出了研究的局限和未来研究方向。
문장대M-R모형진행조정,건립료반영망락상점형상대정감반응화재선충동성구매의원영향적개념모형,병이용결구방정모형대개념모형진행료험증。연구결과표명：상품형상대재선충동성구매의원적총체정면영향최강,기차시촉소형상,구통형상적총체정면영향최약,정단리행형상적총체영향칙시부면적;상품형상화촉소형상대충동성구매의원유직접적겁적영향,정단리행형상대충동성구매의원유직접부면적영향;상품、구통화정단리행형상대고객쾌악정감유적겁현저적영향,이차상품형상능적겁현저지영향고객적환기정감;쾌악화환기량충정감반응능적겁현저지영향재선충동성구매의원。문장근거저사발현제출료상응적영소건의,병급출료연구적국한화미래연구방향。
Modifying the Mehrabian-Russell model, this study proposes a conceptual model for exploring how online store image dimensions influence emotion and impulse buying intent （IBI）. With a structural equation model analysis, this study shows that the total effect of merchandise on IBI is positive and the strongest. The total effects of promotion and communication are also found to he significant and positive. The dimension of order fulfillment, however, is found to affect IB｜ negatively in aggregate. Merchandise and promotion have direct and positive influences on IBI, while order fulfillment influences IBI directly and negatively. In addition, the results indicate that merchandise, communication, and order fulfillment have significant and positive effects on the degree of customer pleasure, while merchandise significantly influence the level of arousal positively. Both pleasure and arousal as customer emotions are significant determinants of IBI. The implications for online retailers and academic researchers are discussed.