网上冲动购物的认知和情感评价:一种多媒介方法

IF 4 Q2 BUSINESS Journal of Marketing Analytics Pub Date : 2024-08-07 DOI:10.1057/s41270-024-00338-7
Rajat Subhra Chatterjee, Irfan Hameed, Tat-Huei Cham
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引用次数: 0

摘要

由于新技术的进步,网上购物行为发生了巨大变化。随着电子商务网站日益普及并占据主导地位,影响购物体验(包括高冲动购买倾向)的因素也发生了显著变化。最近的研究指出,对电子商务平台上导致冲动性购买动机增加的认知和情感因素的间接影响缺乏清晰的认识。本研究旨在通过研究相关认知因素(网站可信度、视觉吸引力)、情感因素(享乐型购物动机)和触觉因素(触觉需求)对网络冲动购买的中介效应来弥补这一不足。研究采用了认知评估理论(CAT)来说明这些干预因素对评估的影响。研究结果表明,享乐型购物动机对网络冲动购买具有直接和多重中介效应。此外,研究结果表明,对触觉的需求(自体)对享乐型购物动机有积极影响,而享乐型购物动机又对网络冲动购买有中介作用。本研究为现有的冲动性购买学术文献做出了贡献,并通过多重中介方法扩展了计算机辅助分析的应用范围。它为时尚和电子商务行业的从业者提供了有关在线销售关键方面的宝贵见解。
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Cognitive and affective appraisal of online impulse buying: a multi-mediation approach

Online shopping behaviour has undergone a metamorphosis due to new technological advancements. With the increasing popularity and dominance of e-commerce sites, the factors influencing an enhanced shopping experience, including high impulse buying tendencies, have evolved significantly. Recent studies have pointed out a lack of clarity in understanding the indirect effects of cognitive and affective components leading to increased impulse buying motivation on e-commerce platforms. This study aims to address this gap by examining the mediating effects of relevant cognitive (website credibility, visual appeal), affective (hedonic shopping motivation), and haptic (need for touch) factors on online impulse buying. Cognitive Appraisal Theory (CAT) is employed to illustrate the appraisal impact of these intervening constructs. The findings indicate that hedonic shopping motivation has a direct and multiple mediation effect on online impulse buying. Furthermore, results suggest that the need for touch (autotelic) positively influences hedonic shopping motivation, which subsequently mediates its effect on online impulse buying. This study contributes to the existing academic literature on impulse buying and extends the application of CAT through multiple mediation approaches. It provides valuable insights for industry players in fashion and e-commerce regarding key aspects of online selling.

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来源期刊
CiteScore
5.40
自引率
16.70%
发文量
46
期刊介绍: Data has become the new ore in today’s knowledge economy. However, merely storing and reporting are not enough to thrive in today’s increasingly competitive markets. What is called for is the ability to make sense of all these oceans of data, and to apply those insights to the way companies approach their markets, adjust to changing market conditions, and respond to new competitors. Marketing analytics lies at the heart of this contemporary wave of data driven decision-making. Companies can no longer survive when they rely on gut instinct to make decisions. Strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. New products can be copied faster than ever before. Staff are becoming less loyal as well as more mobile, and business centers themselves are moving across the globe in a world that is getting flatter and flatter. The Journal of Marketing Analytics brings together applied research and practice papers in this blossoming field. A unique blend of applied academic research, combined with insights from commercial best practices makes the Journal of Marketing Analytics a perfect companion for academics and practitioners alike. Academics can stay in touch with the latest developments in this field. Marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline. The Journal of Marketing Analytics will feature applied research papers on topics like targeting, segmentation, big data, customer loyalty and lifecycle management, cross-selling, CRM, data quality management, multi-channel marketing, and marketing strategy. The Journal of Marketing Analytics aims to combine the rigor of carefully controlled scientific research methods with applicability of real world case studies. Our double blind review process ensures that papers are selected on their content and merits alone, selecting the best possible papers in this field.
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