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随着社群营销的兴起,理解消费者在社群环境中的消费行为,对企业及社群经济的发展尤为重要。文章以环境心理学为理论基础,从社群氛围视角出发,构建了一个社群营销环境下消费者冲动性购买的决策模型。通过结构方程建模方法,探讨了社群氛围的不同成分,即社群交互氛围、社群控制氛围、产品互助氛围和销售临场氛围对成员冲动性购买的作用和影响机制。结果表明,社群氛围的四个维度对成员的社群意识都具有显著的影响,而社群意识对消费者的冲动性购买起到了中介传导的作用。其中社群意识在社群控制氛围与冲动性购买之间的关系中起部分中介效应,而对社群氛围的其余三个维度起完全中介效应,进而揭示了社群氛围对冲动性购买的内在影响机制。
Abstract：With the rise of community marketing,understanding consumers' behavior in the community environment is particularly important for the development of the enterprises and community economy. Based on the theory of environmental psychology,this study builds a consumers' decision-making model of impulsive buying in community marketing environment from the perspective of the community climate. By using the structural equation modeling,we discuss the impacts and mechanisms of different dimensions of community climate,namely community interaction climate,community control climate,product assistance climate and sales onthe-spot climate on the consumers' impulse buying. The findings show that the four dimensions of the community climate have a significant influence on the sense of community,while the sense of community plays the mediating role in consumer impulse buying.Specifically,the sense of community plays a partial mediating effect on the relationship between the community control climate and impulsive buying,and plays a fully mediating role between the other three dimensions of the community climate and impulsive buying,and then it displays the intrinsic mechanism of the effects of community climate on impulse buying.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2018.04.006
中图分类号:F713.55
引用信息:
[1]陈洋,何有世,金帅.社群氛围能促进成员的冲动性购买吗?——不同氛围成分的作用与影响机制研究[J].商业经济与管理,2018,No.318(04):58-69.DOI:10.14134/j.cnki.cn33-1336/f.2018.04.006.
基金信息:
国家社会科学基金项目“基于领域本体的企业产品网络口碑危机预警研究”(16BGL088)
2018-04-15
2018-04-15