新冠肺炎疫情期间网购冲动购买行为分析研究

Q2 Social Sciences Journal of Content, Community and Communication Pub Date : 2020-01-01 DOI:10.31620/jccc.12.20/18

S. Chauhan, R. Banerjee, M. Mittal

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引用次数: 6

摘要

本研究着重探讨了功利购物、享乐购物和网络广告对认知失调的影响，并探讨了功利购物价值、享乐购物价值和网络广告对认知失调的影响。和网络广告影响顾客认知失调的338个回应数据已经从涉及时尚服装的消费者中收集;受访者主要来自印度中部地区偏最小二乘(PLS) -结构方程模型(SEM)是使用智能PLS实现的模拟结果表明，功利购物价值，享乐购物价值和在线广告被发现在预测认知失调和冲动购买方面很重要。而冲动购买在预测认知失调的积极关系方面是无可挑剔的。此外，冲动购买在构念方面发挥着积极的中介作用。因此，本研究表明，一个复杂的表征可能会更好地理解消费者的购物行为。最后，本研究对作者的知识的主要贡献，并帮助营销专家关注消费者购买行为的重要参数©2020版权所有

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AN ANALYTICAL STUDY ON IMPULSE BUYING FOR ONLINE SHOPPING DURING COVID-19

This study highlights the role of utilitarian shopping, hedonic shopping, and online advertisement on cognitive dissonance Impulse Buying plays a role as a mediator in this research The objective of this research is to investigate how utilitarian shopping value, hedonic shopping value, and online advertising influence the cognitive dissonance of customers 338 response data have been collected from consumers involved in fashion apparel;respondents are majorly from central zone of India Partial least square (PLS) - Structural equation modelling (SEM) is implemented using Smart PLS 3 0 The simulation result shows that utilitarian shopping value, hedonic shopping value, and online ads are found to be important in predicting cognitive dissonance and impulse buying, whereas impulse buying is impeccable in terms of predicting positive relationships with cognitive dissonance Moreover, Impulse buying is playing as positive mediating effect in relation with constructs Hence, this research suggests that a complex representation which may better understanding about consumer shopping behaviour Conclusively, this research’s major contribution towards authors’ knowledge, and help the marketing expert to focus on important parameter of consumer buying behaviour © 2020 All Rights Reserved

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来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.