【摘要】 论文基于SOR (刺激-机体-反应)模型,探讨了移动购物中在线评论对消费者冲动性购物意愿的影响及作用机理。研究发现评论质量通过唤起情绪对冲动性移动购物意愿产生间接影响;评论数量通过愉悦情绪对冲动性移动购物意愿产生间接影响;冲动性购买特质对冲动性移动购物意愿产生直接影响,并通过唤起情绪对冲动性移动购物意愿产生间接影响;手机依赖分别通过愉悦情绪、唤起情绪对冲动性移动购物意愿产生间接影响;性别对在线评论数量与愉悦情绪、冲动性购买特质与唤起情绪间的关系起到调节作用。研究结果不但可以补充现有移动购物理论及消费者行为理论,也为移动环境下经营的企业提供了一定指导。更多还原

【Abstract】 Based on SOR(stimulus-organism-response) model, the paper explores the influence and mechanism of online reviews on consumer’s impulsive intention in mobile shopping. Following results can be concluded from this research: online reviews’ quality influences impulsive mobile shopping intention indirectly through arousal emotion; online review quantity influences impulsive mobile shopping intention indirectly through pleasure emotion; impulsive buying trait not only influences impulsive mobile shopping intention directly but also influences impulsive mobile shop-ping intention indirectly through arousal emotion; mobile phone dependency influences impulsive mobile shopping intention indirectly through plea-sure and arousal emotion; gender moderates the relationship between online review quantity and pleasure emotion as well as the relationship be-tween impulsive buying trait and arousal emotion. The results can not only complement the theories of mobile shopping and the theories of con-sumer behavior, but also provide some guidance for companies that do business in mobile environment.更多还原