摘要
冲动性购买在商场和超市的零售中占有相当的比例,值得关注的是越来越多的消费者在异地发生冲动性购买,然而文献中对冲动性购买行为的研究大量是集中在对同城购买(常居地购买)的实证上,很少涉及以异地购买(非常居地购买)为实证对象的研究。显然这是两个不同的环境,消费者的购买行为是否会发生变化呢?原有的理论模型是否能够全面解释?基于此,论文提出了如下研究问题:异地性会对冲动购买行为产生什么样的影响?研究通过访谈和文献检索定义了异地性变量的四个维度:文化差异、时间压力、重购成本、购买压力。并以旅游者为实证研究对象,采用问卷调查和结构方程模型的研究方法探讨了异地性对冲动性购买行为的影响。研究发现,旅游者感知的文化差异、重购成本和购买压力与其冲动性购买意愿和行为呈显著的正相关关系;其中购买压力的影响最大,文化差异的影响次之,重购成本的影响相对最小。因此对零售商而言,针对异地消费者,基于加大购买压力感知的考虑,挖掘其家人和朋友的需求可能比挖掘其本人的需求更重要;基于加大文化差异感知的考虑,介绍商品的文化背景可能比介绍商品本身更重要;基于加大重购成本感知的考虑,有些商品原产地销售可能比在全国布店销售更好。
Impulse buying has a large proportion in retail and nowadays more and more consumers have impulse buying at nonresident. But a large mount of research about impulse buying centers on the resident buying, empirical research about nonresident buying not found. Obviously these are two different buying situations, will customer purchase behavior change？ Can the already existing theory models explain these changes？ Because of these, this paper puts forward the following research question. What＇s the impact of nonresident characteristic on impulse buying？ This paper adds nonresident variable to the Dholakia＇s impulse buying model, constructs four measurement dimensions including culture diversity, time pressure, repurchase cost, and purchase pressure via interview and content analysis, and then builds structural equation modeling of the relationship between nonresident variable and impulse buying behavior and tests the model hypotheses. The results show that perceived culture diversity, repurchase cost and purchase pressure have significantly positive correlation with impulse buying intention and behavior, among which the effect of purchase pressure is largest and then culture diversity, which of repurchase cost is comparative least. From the findings, we can achieve the following management implements. For remote consumers, based on the perception of increased purchase pressure, it＇s more important for digging the demand of their families and friends than for mining its own demand; based on the increasing awareness of culture diversity, it＇s probably more important for introducing the cultural background of merchandise than introducing commodity itself; based on the increasing perception of repurchase cost, selling some commodities originally may be better than selling them everywhere. Finally, the paper points out the research limitations and future research.
出处
《南开管理评论》
CSSCI
2007年第6期11-18,共8页
Nankai Business Review
基金
国家自然科学基金项目(70472058)资助
