电子类创新产品的冲动性购影响研究.doc

学 位 论 文 Study of Impulsive Buying Based on Electronic innovative products 摘 要 冲动性购买具有普遍性和复杂性，几十年来一直是学界和业界关注的热点问题。创新产品的市场推广是营销关注的重点，如何由推出到被消费者广为接受，是个重要而又有趣的议题关键词： ABSTRACT Because of popularity and complexity, impulsive buying has been a focus in academic and business field. Promotion of innovative products is the focus of marketing. It is an important and interesting topic how to from product development to the widely accepted by consumers. It is necessary to research impulse buying on innovative products, and find the impact of impulsive buying at a deep level , especially the social groups affect consumer’s intention of impulsive buying. This paper studies impulse buying on electronic innovative products from the view of Products and consumer. Model 1, the impact of product innovation on impulse buying, and adds moderator: perceived risk and interpersonal influence. Model 2, to study its effect on impulse buying from consumer innovativeness, and adds moderator: consumers’ need for uniqueness and interpersonal influence. Results of Model 1 showed that appearance, function and symbol innovation have a positive impact on impulse buying intention, but operation innovation has not. The influence of the largest is symbol innovation, the second is function innovation. Perceived performance risk, psychological risk, social risk reduce this relationship between the type of innovation and impulse buying intention, however, normative influence improve the relationship. Informational influence dose not play a moderating role. Results of Model 2 showed that consumer innovativeness promote the intention of impulse buying significantly on product innovation. Consumers’ need for uniqueness play a moderating role, creative choice counter-conformity increase this relationship between consumer innovativeness and impulse buying intention, however, unpopular choice counter-conformity and avoidance of similarity dose not play a moderating role. interpersonal influence also play