Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing

Growing evidence shows that mobile commerce will increase consumers’ impulse buying behavior. However, existing study examining the impact factors on individuals’ impulse buying in mobile commerce is limited. Drawing on stimulus-organism-response (S-O-R) paradigm, this study focuses on situation factors and reaction factors in mobile commerce to examine impulse buying. Building on prior literature of browsing and motivation theory, this study views hedonic browsing and utilitarian browsing as two key drivers on impulse buying in mobile commerce. This study adopts partial least squares estimation to analyze the data obtained from an online questionnaire. Two main findings emerge. First, three situation factors (portability, visual appeal and interpersonal influence) differently affect hedonic browsing and utilitarian browsing. Second, hedonic browsing directly and positively influences consumers’ urge to buy impulsively, whereas utilitarian browsing indirectly influences consumers’ urge to buy impulsively through hedonic browsing. Discussions, limitations, and implications are also presented in the paper.     

Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction

Social commerce, a recent branch of e-commerce, has made the experience of consumers on social commerce platform (SCP) different from other contexts, as the consumers have social interactions with each other. Growing evidence also shows that consumers on these platforms are prone to impulse buying behavior owing to the social interactions. However, existing research on online impulse buying was limited when illustrating the behavior of consumers on SCPs as social relationship constructs were not included. New theoretical developments are needed in regard to fill the research gap. In this research, parasocial interaction (PSI) theory is introduced in this research to examine the influence of social relationship factors on the formation of impulse buying behavior. An empirical research has been conducted on Mogujie (www.mogujie.com), one of the most popular image-sharing SCPs in China. Results indicate that PSI exerts an impact on impulse buying tendency, the social-relevant features of the SCP determine PSI, and perceived usefulness and PSI both significantly affect perceived enjoyment. In addition, consumers’ perceived enjoyment and impulse buying tendencies significantly affect their urge to buy impulsively. The implications, limitations, and discussions are provided.     

基于公众可获得信息的团购网信用特性研究

2010年初兴起中国的网络团购,经过短短的一年半疯狂扩张便急剧衰落,最主要原因是业内的信用乱象。网络团购信用失范的普遍性和严重性不仅损害了消费者的权益,打击了他们对网络团购的信心,而且最终制约了网络团购业自身的发展--2010年8月起大批团购网站相继倒闭。很明显,信用重建是中国网络团购业未来发展的战略需要,也是当前求生的必然选择。但是,网络环境下电子商务信用管理研究才刚刚起步,而其所依赖的网络信用理论的研究则基本空白。基此,本文以传统信用理论为指导,基于公众可获得信息开展团购网信用行为的基本特性研究,以期为网络团购及其他电子商务信用管理创新提供理论基础。     

Motivation for online impulse buying: A two-factor theory perspective

Impulse buying accounts for a large proportion of consumer shopping behavior in the bricks-and-mortar retail market. Online retailers also expect to profit from impulse buying. It is therefore interesting and beneficial to investigate the design elements of online stores and the sales promotion stimuli that e-retailers can use to either arouse consumers’ desire or decrease their self-control to evoke their purchase impulses. This study seeks to explicitly identify the factors associated with online store design and sales promotion stimuli that most affect online impulse buying behavior throughout the consumer decision-making process. Drawing on the two-factor theory, it successfully identifies the hygiene and motivation factors that trigger online impulse buying. The questionnaire responses of 239 valid respondents revealed that most of the hygiene factors are associated with the design of online stores, and all of the motivation factors are forms of sales promotion stimuli that effectively facilitate online impulse buying and present utilitarian or hedonic benefits to consumers. This study also identifies the most effective sales promotion stimuli and offers a comprehensive checklist for Web designers. Moreover, the distribution of motivation and hygiene factors for each stage of the EKB model is uneven, and some stages include only hygiene factors. The findings of this study demonstrate that the triggers of consumers’ online shopping behavior do not always apply to online impulse buying, and have important implications for impulse buying research and practice.     

图书短视频营销对消费者购买行为的影响研究

[目的/意义]旨在探究图书短视频营销对消费者购书行为的影响,为图书营销主体提供参考.[方法/过程]以SOR理论为基础,构建图书短视频营销对消费者购买行为的影响模型,问卷调研并回收294份有效数据,运用结构方程法探究图书短视频营销与消费者购书行为之间的关系.[结果/结论]图书短视频营销的内容有用性、内容专业性和可视性对消...     

Exploring antecedents and consequence of online group-buying intention: An extended perspective on theory of planned behavior

With the development of electronic commerce, many dotcom firms are selling products to consumers across different countries and regions. The managers of online group-buying firms seek to increase customer purchasing intentions in the face of competition. Online group-buying refers to a certain number of consumers who join together as a group via Internet, for the purpose of buying a certain product with a discount. This study explores antecedents of intention to participate in online group-buying and the relationship between intention and behavior. The research model is basaed on planned behavior theory, electronic word-of-mouth, network embeddedness, and website quality attitude. An online survey is administered to 373 registered members of the ihergo website. Data is analyzed using the partial least squares method, and analytical results demonstrate that for potential consumers, experiential electronic word-of-mouth, relational embeddedness of the initiator, and service quality attitude influence intention to engage in online group-buying; for current consumers, intention to attend online group-buying is determined by the structural and relational embeddedness of the initiator, system quality attitude positively affects intention, and intention positively affects online group-buying behavior. This study proposes a new classification of electronic word-of-mouth and applies the perspective of network embeddedness to explore antecedents of intention in online group-buying, broadening the applicability of electronic word-of-mouth and embeddedness theory. Finally, this study presents practical suggestions for managers of online group-buying firms in improving marketing efficiency.     

Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users

With the proliferation of e-commerce, a large part of online shopping is attributed to impulse buying. Hence, there is a particular necessity to understand impulse buying in the online context. Impulse shoppers incline to feel unable to control their tendencies and behaviors from various stimuli. Specifically, online consumers are both the impulse shoppers and the system users of websites in the purchase process. Impulse shoppers concern individual traits and system users cover the attributes of online stores. Online impulse buying therefore entails two key drivers, technology use and trust belief, and the mediator of flow experience. Grounding on flow experience, technology-use features, and trust belief, this study proposes a novel research model to examine impulse buying behavior in a complete manner. Data were collected from an online survey. Data analysis considers structural equation modeling technique with formative structure. Empirical results showed that flow experience is an important factor to affect impulse buying from its original drivers. Trust belief is also critical to impulse buying as perceived usefulness is not. Implications for managers and scholars are further discussed.     

Mobile payment services as a facilitator of value co-creation: A conceptual framework

The objective of this study is to explore how mobile payment services can be used to assists in co-creating value for both consumers and merchants from the view of service-dominant logic (S-D logic). This study adopts the view of S-D logic by considering mobile payment an application of technology by which both consumers and merchants integrate their own operant and operand resources to accomplish payment task and thus create desirable value. It builds a conceptual framework to describe such a value co-creation process by applying the expectancy-value theory as a mediation between customers' resources and value created, and by using task-technology fit as a mediation between merchants' resources and value created. In this way, a value co-creation between consumers and merchants can possibly be achieved. No past studies have been found to combine S-D logic with the extant theories to describe mobile payment use behavior. The framework this study builds, therefore, becomes the major contributions of this study.     

大学生冲动消费因素及对企业营销创新的影响

移动互联网在社会中的普遍应用,对人们的消费行为产生了显著影响。为此,企业营销创新活动也要加以改变和适应,以扩大在移动社会下的企业收益。消费人群中的大学生群体的购买行为,在移动互联网社会下更具有冲动性购买的行为特征,这就要求企业营销创新中了解影响大学生移动购物冲动性购买行为的各种因素,才能更好制定营销对策。文章以理论研究和实证研究结合,采用了因子分析和方差分析等研究方法,以西安大学生消费群体为样本,对大学生移动购物冲动性购买行为的影响因素进行了具体研究。研究结果发现,平台功能、促销折让、顾客评价、消费者决策、网站互动和手机依赖等因素均发挥着显著影响作用;进而考察大学生自身特性因素发现,大学生性别、月生活费金额、浏览移动购物网站频率等因素对冲动性购买行为具有显著影响,而年龄、学历、手机上网时间和商品类别等则没有显著影响。据此,提出了移动互联网社会下做好大学生消费行为的相关营销对策。     

Investigating narrative involvement,parasocial interactions,and impulse buying behaviours within a second screen social commerce context

Using mobile devices for additional information search before, during and after watching television (either factual news or fictional TV series) - is an increasingly significant information management phenomenon. This activity has been recognised by both TV media executives and academia as ‘second screen’ activity. This paper develops and tests a ‘parasocial interaction-impulse buying’ - model that captures the behaviours of consumers watching a Chinese TV drama series. These audience-consumers were also engaging extensively (most on a daily basis) during the broadcast period with series related influencer social media activities on a second screen. A structural equation model was developed to analyse the data. Findings indicate that TV series audience consumers who are also highly engaged with influencer- consumer ‘second screen’ content are likely to experience positive narrative involvement leading to engagement in parasocial interaction behaviours and ultimately impulse buying behaviour. These findings have implications for managers by providing insights into (1) the effects of influencer second screen content (2) the processes by which consumers’ involvement in a TV show’s narrative leads to impulse buying of products. Thus, influencer related second screen consumer engagement should be considered a significant opportunity for marketers, as such activity makes consumers become more involved in the characters and the narrative of a particular TV show, leading to increased impulse buying.     

基于废弃手机的高技术矿产可供性研究

高技术矿产是国家战略性新兴产业发展的关键原材料,而废弃手机中含有丰富的高技术矿产。随着经济发展,手机成为生活中常见的电子产品,中国已成为全球最大的手机生产地和消费国,每年产生大量废弃手机。尽管现有研究开始关注手机废弃量测算,但并未考虑“水货”和“山寨”手机对实际手机量的影响,也少有将功能型手机与智能型手机蕴含物质的差异作区分,使得废弃手机高技术矿产的可供种类、规模等问题缺乏深入研究。因此,本文在区分功能型手机和智能型手机的基础上,运用动态物质流方法,测算出手机废弃量及其所蕴含的高技术矿产社会存量,并讨论相关因素对高技术城市矿产成矿种类、品位、规模和速度的影响。研究结果表明：① 1987—2016年,中国手机废弃总量超过33.26亿台;② 1987—2016年,中国废弃手机中蕴含各类高技术矿产总社会存量超过1.53万t; ③ 受多重因素影响,未来废弃手机高技术矿产的可供存量还将在种类、品位、成矿规模和成矿速度等方面发生显著变化。基于上述分析,本文针对合理开发中国高技术城市矿产,保障高技术矿产资源供给安全,提出相关建议。     

Exploiting indoor location and mobile information for context-awareness service

Personal mobile devices such as cellular phones, smart phones and PMPs have advanced incredibly in the past decade. The mobile technologies make research on the life log and user-context awareness feasible. In other words, sensors in mobile devices can collect the variety of user’s information, and various works have been conducted using that information. Most of works used a user’s location information as the most useful clue to recognize the user context. However, the location information in the conventional works usually depends on a GPS receiver that has limited function, because it cannot localize a person in a building and thus lowers the performance of the user-context awareness. This paper develops a system to solve such problems and to infer a user’s hidden information more accurately using Bayesian network and indoor-location information. Also, this paper presents a new technique for localization in a building using a decision tree and signals for the Wireless LAN because the decision tree has many advantages which outweigh other localization techniques.     

基于移动互联网的社区课程学习平台建设研究

随着智能手机的普及和移动互联网的发展,越来越多人使用手机通过移动互联网获取信息;我校承担了《推进广州学习型社会建设》国家教育体制改革试点项目,开发和引进了一大批优质社区教育视频课程。文章就如何建设基于移动互联网的社区课程学习平台进行了分析探索,并给出了建设方案。     

网络环境下第三方评论对冲动购买意愿的实证研究

冲动购买在消费者日常购物中是比较普遍的现象,而口碑是影响消费者冲动购买意愿的重要因素,第三方评论作为口碑的独特形式在互联网Web2.0时代日益重要。文中采用问卷调查的方法,构建了以网络第三方评论为研究对象,通过实证分析的方法进一步探究了口碑对消费者冲动购买意愿的影响。实证研究结果表明:评论者资信度、评论的质量、评论的数量、评论的好评度、评论的时效性等对消费者冲动购买意愿具有正向影响,而消费者专业能力对冲动购买意愿具有负向影响作用。     

Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective

Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping consumer buying patterns, making it crucial for businesses to enhance their shopping experience. This new scenario challenges marketers with unique hurdles in both the commercialization of products and in managing information cues derived via VR retailing. Therefore, this study examined consumers’ impulsive behavior and unplanned purchases in a virtual retail store, using self-reports and electroencephalography. Borrowing assorted perspectives from retailing, virtual reality, and neuromarketing literature, we extended the stimulus-organism-response framework to evaluate how unplanned behavior evolves through conscious and unconscious measures. We found that consumers’ impulsiveness was significantly associated with their unplanned expenditure and the number of unplanned purchases. Using mediation analysis, we observed that flow experience during shopping partially mediated the relationship between the sense of presence and the desire to stay longer in a virtual shopping store. Desire to stay in the virtual store positively influenced store satisfaction, basket-size deviation, and budget deviation. Additionally, cognitive workload obtained via electroencephalogram revealed significant differences during both planned and unplanned purchases. These findings provide fresh opportunities for retailers to leverage the disruptive potential of immersive and interactive virtual technology to transform consumer shopping experiences.     

感知价值与预期后悔影响绿色食品购买意向的实证研究

在计划行为理论研究基础上,加入感知价值、预期后悔两个变量对理论模型进行扩展,并运用结构方程模型方法对消费者绿色食品购买意向进行实证研究。研究结果表明:消费者感知绿色食品的价值对其购买态度和主观规范有正向影响;消费者对放弃购买绿色食品的消极心理预期与其购买态度和主观规范正相关;TPB模型能够有效解释消费者绿色食品购买意向。此外,行为态度和主观规范在感知价值与行为意向、预期后悔与行为意向间起部分中介作用。依据研究结论提出影响绿色食品消费意向的"三因素模型"。     

基于移动终端的物品识别系统设计

介绍基于移动终端的物品识别系统设计。采用图像提取与分离技术,结合计算机及数据库相关技术,对手机拍摄图片进行处理分析,以确定图像对应物品,并通过检索查询获取物品相关详细信息,方便消费者购物、商家信息发布等,推动电子商务发展。     

基于手机的高校图书馆移动信息服务研究

分析了基于手机的高校图书馆移动信息服务的特点、实现模式及面临的问题,并对高校图书馆所应采取的发展策略进行了探讨。     

A rough set-based association rule approach for a recommendation system for online consumers

Increasing use of the Internet gives consumers an evolving medium for the purchase of products and services and this use means that the determinants for online consumers’ purchasing behaviors are more important. Recommendation systems are decision aids that analyze a customer's prior online purchasing behavior and current product information to find matches for the customer's preferences. Some studies have also shown that sellers can use specifically designed techniques to alter consumer behavior. This study proposes a rough set based association rule approach for customer preference analysis that is developed from analytic hierarchy process (AHP) ordinal data scale processing. The proposed analysis approach generates rough set attribute functions, association rules and their modification mechanism. It also determines patterns and rules for e-commerce platforms and product category recommendations and it determines possible behavioral changes for online consumers.     

基于捆绑价格促销的冲动性购买购后评价作用研究

以捆绑价格促销为诱因,探讨了消费者冲动性购买后满意和后悔对再冲动性购买的影响,研究结果表明:冲动性购买后的满意加强了消费者再次冲动性购买的倾向,而后悔作为缓冲剂削弱了消费者的再冲动性购买的倾向。同时,捆绑价格呈现方式和捆绑方式对消费者初次冲动性购买和再次冲动性购买具有不同的影响。