CAJ | 학술논문

随着电子商务的飞速发展,在线冲动购买已成为一种普遍的现象并开始引起研究者们的关注.论文基于S-O-R模型,研究网络团购情景下两个重要因素：价格折扣与购买人数如何通过影响消费者的购买情绪及感知风险,从而影响冲动购买意愿,并提出了冲动购买的形成机制模型.本研究通过一个眼动实验收集眼动数据和问卷数据对理论模型进行了检验.问卷数据的分析结果显示（1）价格折扣与购买人数都对消费者唤起感具有显著积极影响,但只有价格折扣对于消费者感知风险具有消极影响;（2）唤起感与感知风险都通过对愉悦感的积极/消极作用对消费者冲动购买意愿产生影响;（3）购买人数正向调节价格折扣对唤起感的正向作用.眼动数据的分析结果进一步支持了这些结论,并提供了可能的解释.
수착전자상무적비속발전,재선충동구매이성위일충보편적현상병개시인기연구자문적관주.논문기우S-O-R모형,연구망락단구정경하량개중요인소：개격절구여구매인수여하통과영향소비자적구매정서급감지풍험,종이영향충동구매의원,병제출료충동구매적형성궤제모형.본연구통과일개안동실험수집안동수거화문권수거대이론모형진행료검험.문권수거적분석결과현시（1）개격절구여구매인수도대소비자환기감구유현저적겁영향,단지유개격절구대우소비자감지풍험구유소겁영향;（2）환기감여감지풍험도통과대유열감적적겁/소겁작용대소비자충동구매의원산생영향;（3）구매인수정향조절개격절구대환기감적정향작용.안동수거적분석결과진일보지지료저사결론,병제공료가능적해석.
The phenomenon of impulse buying has been widely studied in offline shopping environments.With the rapid development of online shopping,it is important to study the formation mechanism of online impulse buying.Online group-buying,as a newly developed electronic commerce model,has been used to stimulate customers to buy impulsively.Thus,research about the formation mechanism of online impulse buying aimed at online group-buying has important theoretical and practical significance.In line with S-O-R theoretical model,the present study proposes that price discounts and sales volumes as stimuli have an effect on a customer‘s urge to buy impulsively mediated by consumers’ emotions and perceived risks.We designed an eye tracking experiment to examine this model.Four type of screenshots （2 ＊ 2：high price discount vs.low price discount; large sales volume vs.small sales volume）,which imitate the real web pages of group-buying websites,were used as stimuli in this experiment.56 college students participated in the experiment.Each of them was asked to browse one of the screenshots under a specified situation.After the subjects made the purchase decision,they were required to fill in a questionnaire to collect the information of organism （emotion and perceived risk） and response （impulse purchase intention） when stimuli were at different levels.The data collected from the questionnaire was analyzed using PLS software.The results demonstrated that （1） while both price discount and perceived sales status had a significant positive effect on arousal,only price discount had its negative effect on perceived risk; （2） both arousal and perceived risk affected impulse purchase intention indirectly mediated by pleasure; （3） sales volume acted as a significant moderator of the relationship between price discount and arousal.When the sales volume was larger,the influenced price discount on arousal was stronger.The conclusions mentioned above were supported by the results of an eye tracking experiment.The heat maps showed that subjects would spend less time and browsed smaller area when the price discount was high and sales volume was large,this conformed to the characteristics of impulse buying.Meanwhile the results of AOI fixation time and AOI fixation count showed price discount was paid more attention than sales volume ; the data of AOI entry time indicated price discount was gained focus earlier than sales volume.This study tried to find out how the stimuli price discount and sales volume influenced impulsive buying intention,which enriched the theory of online impulse buying.Meanwhile the research expanded the relationship among stimuli,organisms,and response,but also the relationship between emotion and cognition （perceived risk） and the interaction between price discount and sales volume were studied.Besides questionnaire survey,eye tracking technique was used to explore hypotheses.It is useful for carrying out research to combine of multiple methods,which should be paid more attention.