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首页> 外文期刊>Journal of electronic commerce research >SOCIAL COMMUNITY, PERSONAL INVOLVEMENT AND PSYCHOLOGICAL PROCESSES: A STUDY OF IMPULSE BUYING IN THE ONLINE SHOPPING CARNIVAL
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SOCIAL COMMUNITY, PERSONAL INVOLVEMENT AND PSYCHOLOGICAL PROCESSES: A STUDY OF IMPULSE BUYING IN THE ONLINE SHOPPING CARNIVAL

机译：社会社区，个人参与和心理过程：在线购物狂欢中的冲动购买研究

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摘要

The pomp of online shopping carnivals (OSC) and herein the frenzy of impulse buying (IB) have been extensively reported in media but received insufficient attention in academics. This study researched both the IB formation and enactment stages in "Double 11" OSC by conducting a large-scale online survey. Regarding the formation stage, consumers' social community and personal involvement were identified as significant factors in promoting the urge to buy impulsively (UBI) in the OSC. Specifically, consumers' OSC involvement appeared as their carnival experiences including participation, interaction, and pleasure; The social community consisted of their connections with e-commerce platforms, e-merchants, the media, net friends, close friends, and relatives during the OSC. Regarding the IB enactment stage, the cognitive evaluation revealed either a positive or negative effect on moderating the UBI-IB relationship via the direct path or the outcome expectancy-mediated path, respectively. Meanwhile, outcome expectancy exerted a dominant mediating effect on the UBI-IB relationship as the cognitive evaluation became sufficiently negative. These results yield valuable insights into 1) the distinguished preconditions of the OSC context facilitating consumers' impulse formation, 2) consumers' impulsive and reflective psychological processes behind the IB decision-making. This study also contributes substantially to IB theories and practical knowledge of OSC.
机译：在线购物狂欢节（OSC）的盛况，以及此处冲动性购买的狂潮（IB）已经在媒体上广泛报道，但在学术界却没有得到足够的重视。本研究通过进行大规模的在线调查研究了“双11” OSC中IB的形成和制定阶段。关于成立阶段，消费者的社会共同体和个人参与被认为是促进OSC冲动购买（UBI）冲动的重要因素。具体地说，消费者的OSC参与表现为他们的狂欢经历，包括参与，互动和愉悦。社会社区包括他们在OSC期间与电子商务平台，电子商人，媒体，网友，密友和亲戚的联系。关于IB制定阶段，认知评估显示分别通过直接途径或结果预期介导的途径对调节UBI-IB关系产生正面或负面影响。同时，随着认知评估变得足够消极，预期结果对UBI-IB关系起着主要的中介作用。这些结果对以下方面提供了宝贵的见解：1）OSC环境中促进消费者冲动形成的独特前提； 2）IB决策背后的消费者冲动性和反思性心理过程。该研究还为IB理论和OSC的实践知识做出了重要贡献。

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