摘要
针对盲盒经济迅速发展引起消费者冲动购买的现象,以SOR理论模型为基础,从消费者感知视角构建服饰盲盒、情绪和消费者冲动购买意愿的概念模型。通过使用结构方程模型法,对调研的有效数据进行统计分析,并进行假设检验。结果表明:象征性正向影响冲动购买意愿,不确定性负向影响冲动购买意愿;审美性、社交性和象征性均正向影响感知愉悦,且象征性影响最大;审美性、社交性、象征性和创新性均正向影响感知唤醒,且社交性影响最大;感知唤醒比感知愉悦对冲动购买意愿的效应更强。
Aiming at the phenomenon of consumers’impulse purchase caused by the rapid development of blind box economy,this paper built a conceptual model of blind box attributes,emotions and consumers’impulse purchase intention from the perspective of consumer perception based on the SOR theoretical model.Statistical analysis of the effective data of the survey were carried out through structural equation modeling and the hypothesis testing was performed.The results show that:in the blind-box consumption of clothing,symbolism positively affects impulse purchase intention,and uncertainty negatively affects impulse purchase intention;aesthetics,sociality and symbolism all positively affect perceived pleasure,and the greatest influence is from symbolism;aesthetics,sociality,symbolism and innovation all positively affect perceived arousal,and the greatest influence is from sociality;compared with perceived pleasure,perceived arousal has a stronger effect on impulse purchase intention.
作者
高阳辉
李沛
GAO Yang-hui;LI Pei(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China)
出处
《北京服装学院学报（自然科学版）》
CAS
北大核心
2022年第4期66-73,82,共9页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金
上海工程技术大学研究生科研创新项目(20KY0910)
上海工程技术大学新进教师培养项目(0239-A3-0100-21-0928)。
关键词
服饰盲盒
冲动购买意愿
SOR理论
结构方程模型
clothing blind box
impulse purchase intention
SOR theory
structural equation mode
作者简介
高阳辉(1998—),男,硕士研究生,E-mail:2826613317@qq.com;通信作者:李沛(1983—),女,博士,副教授,E-mail:pei.li@sues.edu.cn。
