摘要
I
摘要
随着我国经济的迅速发展和互联网的广泛普及，网购购物已经成为消费者
购买商品的重要选择。在消费者的购买行为中，冲动购买占据了相当大的比例，
且商家也一直致力于促进消费者冲动购买的产生。学者们关于消费者冲动购买
影响因素的研究重点从最初的产品因素研究逐渐转向消费者个人特质研究，再
发展至营销因素等外部影响因素的研究，其中电子服务质量的重要影响逐渐得
到关注。本研究探讨了电子服务质量的各个维度对消费者在线冲动购买意愿的
影响，并为商家提供营销管理的对策。因此，本次研究具有一定的理论意义与
现实意义

本文首先对冲动购买、电子服务质量、感知价值和预期后悔的相关研究成
果进行文献综述，并在此基础上提出了本文的研究思路。以 SOR 理论和冲动购
买整合模型为理论基础，构建本文的研究模型。本研究以电子服务质量为自变
量，以感知价值为中介变量，并引入了预期后悔作为调节变量，重点考察了电
子服务质量、感知价值与消费者在线冲动购买意愿的关系。最终共收回有效样
本 394 份，运用 SPSS21.0 和 Amos21.0 软件对数据进行处理和分析，来验证本
文的研究假设

实证研究结果表明：（1）电子服务质量的不同维度对消费者在线冲动购买
意愿的影响不同，可靠性、个性化对消费者在线冲动购买意愿具有正向影响；
（2）电子服务质量的三个维度可靠性、响应性、个性化均正向影响消费者感知
价值；（3）感知价值对消费者在线冲动购买意愿具有正向影响；（4）感知价
值在电子服务质量与在线冲动购买意愿之间起到中介作用；（5）预期后悔（行
动/不行动）对感知价值与冲动购买意愿之间关系的调节作用不显著。基于以上
结论，对如何促进消费者冲动购买意愿的产生为商家提供了建议。最后，提出
本次研究中的不足及对未来进一步研究的展望

关键词：在线冲动购买意愿 电子服务质量 感知价值 预期后悔Abstract
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Abstract
With the rapid development of Chinese economy and the widespread popularity
of the Internet, shopping online has become an important choice for consumers to buy
goods. Impulse purchasing accounts for a sizeable proportion in consumer’s
purchasing behavior, and businesses have also been committed to promoting
consumer’s impulse purchasing. Scholars who study on the factors of consumer’s
impulse purchasing shift their focal points gradually from the product to the
consumer’s personal qualities, and then focus on the marketing factors and so on.
Among them, the impact of e-service is becoming more and more important. In this
research, the writer explores the impact of e-service quality’s different dimensions on
consumer’s impulse purchasing intention, and then provide marketing management
recommendations for businesses. Therefore, this research has both theoretical
significances and practical significances.
First of all, the thesis makes a literature review on impulse purchasing,e-service
quality, perceived value and anticipated regret, and puts forward the research ideas
on this basis. And then the thesis proposes the research model on the basis of SOR
theory and CIFE framework model. In this research, e-service quality is the
independent variable, perceived value is the mediating variable, and anticipated regret
is the moderator variable. The thesis focuses on the relationship between e-service
quality, perceived value and consumer&39;s online impulse purchasing intention. Finally,
the writer collects 394 valid samples in this thesis, dealing the survey’s data with the
help of SPSS21.0 andAmos21.0, and then verifies the hypothesis.
The results of this empirical research show that, (1)different dimensions of
e-service quality have different influence on consumer’s online impulse purchasing
intention. Reliability and personalization have positive impact on consumer’s online
impulse purchasing intention;(2)three dimensions of e-service quality-reliability,
responsiveness and personalization all have positive impact on consumer’s perceived
value;(3)perceived value has a significant positive impact on consumer’s online
impulse purchasing intention;(4)perceived value plays a medium role between华侨大学硕士学位论文
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e-service quality and online impulse purchasing intention;(5)the moderating effect of
the anticipated regret concerning on perceived value and impulse purchasing intention
is not significant. Based on the above conclusions, the writer provides several
suggestions for the businesses to promote the impulse purchasing intention of
consumers in this thesis. Finally, the thesis puts forward the shortcomings of this
research and the prospects of the further research in the future.
Key Words: online impulse purchasing intention e-service quality perceived
value anticipated regret目录
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目录
第 1 章 绪论... 1
1.1 研究背景 1
1.2 研究意义 3
1.2.1 理论意义..... 3
1.2.2 现实意义..... 4
1.3 研究方法 4
1.4 论文结构 5
1.5 本章小结 7
第 2 章 文献综述....... 9
2.1 在线冲动购买.... 9
2.1.1 冲动购买的内涵..... 9
2.1.2 传统领域的冲动购买影响因素... 10
2.1.3 在线购买环境下的冲动购买影响因素... 12
2.1.4 冲动购买的相关理论....... 13
2.2 电子服务质量.. 15
2.2.1 电子服务质量的内涵....... 15
2.2.2 电子服务质量的维度....... 17
2.2.3 电子服务质量维度的选择........... 19
2.3 消费者感知价值研究.. 20
2.3.1 感知价值的内涵... 20
2.3.2 感知价值的驱动因素....... 22
2.3.3 感知价值的结构维度....... 22
2.3.4 消费者感知价值的相关理论....... 23
2.4 预期后悔相关研究...... 25
2.4.1 预期后悔的内涵... 25
2.4.2 预期后悔的行动/不行动效应...... 25
2.4.3 预期后悔的相关研究....... 26
2.5 研究述评.......... 27华侨大学硕士学位论文
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2.6 本章小结.......... 28
第 3 章 模型构建与研究假设......... 31
3.1 概念模型.......... 31
3.2 研究假设.......... 32
3.2.1 电子服务质量对
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