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1、AbstractAbstractImpulsepurchaseiscommonindailylifeatanearlyage.Withtheimprovingofthesocialeconomy,impulsepurchaseproportionwillalsorise,andmorethanhalfofconsumershavethetendencytoimpulsepurchase.Moreandmorewomenaretobecomeactiveparticipantsinsocietywithincreasinglyprominentrolesintheir
2、lives.Withtheimprovingofthefemaleconsumerpurchasing,thenewconsumptiongrowthgraduallyformed,andshifttonetworkconsumers.Facetofiercecompetitiononthenetworkmarket,thenetworkmerchantsareeagertolookingforcompetitiveadvantagebyadoptingnewnetworkmarketingstrategetoattractonlineconsumers(espec
3、iallythefemale).Inordertoobtainmoreprofitsandmarketshare,networkmerchantsbegantothe"onlinemarketing"thatisarelativelynewwayofmarketing.Inrecentyears,thestudyofproductscarcityandonlineimpulsepurchaseintentionaboutfemaleconsumersareless.Abouttheimpulsepurchaseintentionresearchmainlyfocus
4、onitscharacteristics,meaninganditsinfluencefactors,whilethestudyofcombiningfemaleonlineconsumptiontoimpulsepurchaseintentionislittle,aswellasempiricalresearch.Therefore,onthebasisofsummarizingthepredecessors'researches,thisarticleactsfemaleconsumergroupastheresearchobject,appliesthefra
5、meworkoftraditionalimpulsepurchasetoonlineshopping,combinesthecharacteristicsoftheproductscarcity,proposestheresearchmodelofthisarticle,andtriestoputforwardtheroleofproductscarcitytofemaleonlineimpulsepurchaseintentionthroughthefemaleconsumersperceivedvalueemotion,inordertoprovideguida
6、nceandadviceforthepracticalapplicationofproductscarcity.Underthebackgroundofthenetworkenvironment,thisarticlediscussestheresearchbackgroundandsignificance,researchpurposeandcontent,researchmethodandtechnicalroutebetweenproductscarcityandfemaleimpulsepurchaseintentiononline.Atthesametim
7、e,itreviewandsummarysomerelevantliteraturesinthefieldoffemaleonlineconsumption.Ontheprevioustheoreticalresearchoftheemotionalperceivedvalue,thisarticlealsoconstructsarelationshipmodelbetweenIII华侨大学硕士毕业论文productscarcityandfemaleimpulsepurchaseintention,andintroducesemotionalperceivedv