QQ客服 官方微博 反馈留言

题名	知识产品体验对冲动购买意愿的预测作用： 一个有调节的中介模型
作者	王梦媛
答辩日期	2021-07
文献子类	硕士
授予单位	中国科学院心理研究所
授予地点	中国科学院心理研究所
其他责任者	陈毅文
关键词	知识产品体验 冲动购买意愿 感知有用性 认同 知识焦虑
学位名称	理学硕士（同等学力硕士）
其他题名	The Predictive Role of Knowledge Product Experience on Impulse Purchase Intentions: A Moderated Mediation Model
学位专业	应用心理学
中文摘要	Combing the relevant research and theoretical achievements in academia since the rise ofknowledge payment in 2016, it is found that although there have been relatively fruitful researchresults, they are still mainly based on business model and policy research, while empiricalresearch is mainly based on knowledge payment factor analysis or consumption behaviorresearch. With the popularization of mobile Internet, the traffic dividend is getting exhausted, andthe attention and analysis on the marketing mode of the very important customer acquisition linkof knowledge service enterprises are basically blank. In response to this situation, this study takesknowledge product experience as the research object and conducts a research on its innerinfluence mechanism on impulse purchase intention. Through literature review and theoretical research, this study uses S-O-R and TAM modelsas the theoretical basis, selects perceived usefulness of knowledge products and identificationwith knowledge provider as mediating variables and knowledge anxiety as moderating variables,constructs a model of the influence mechanism of knowledge product experience on impulsepurchase intention, and proposes research hypotheses of the relationship between the two. After analyzing the data from a questionnaire survey of 459 users who had experience inknowledge product experience classes, the following conclusions were reached: knowledgeproduct experience has a significant positive effect on impulse purchase intention, and perceivedusefulness and identity play a chain mediating role between experience and impulse purchaseintention; knowledge anxiety plays a moderating role in the indirect effect of experience andimpulse purchase intention, and consumers at higher levels of knowledge anxiety have asignificant positive effect on knowledge product experience through perceived The effect ofknowledge anxiety on impulse purchase intentions is weakened by perceived usefulness. Finally,some practical guidance suggestions are proposed for the above findings to provide reference forknowledge service companies to better use experience marketing strategy and thus benefitgrowth.
英文摘要	梳理 2016 年知识付费兴起以来学术界的相关研究及理论成果，发现目前虽然已有较为丰硕的研究成果，但仍然以商业模式和政策研究居多，实证研究方面则主要基于知识付费因素分析或消费行为研究。随着移动互联网的普及，流量红利日趋殆尽，对于知识服务企业非常重要的获客环节营销模式的关注和分析基本空白。针对这样的情况和现状，本文以知识产品体验为研究对象，并针对知识产品体验对冲动购买意愿的内在影响机制进行研究分析。 本文通过借鉴前人的理论研究与文献综述的梳理，以 S-O-R 和 TAM 模型为理论基础，选取了对知识产品的感知有用性与对知识生产者的认同作为中介变量，知识焦虑作为调节变量，构建了知识产品体验对冲动购买意愿影响机制的模型，并针对他们间的影响关系，提出研究假设。 通过对 459 名有过知识产品体验课参与经历的用户进行问卷调研，经过数据分析后得出如下结论：知识产品体验对冲动购买意愿有显著正向预测作用，且感知有用性、认同在体验和冲动购买意愿之间起到链式中介作用；知识焦虑在体验与冲动购买意愿的的间接效应中起到调节作用，处于较高知识焦虑水平的消费者对知识产品体验通过感知有用性对冲动购买意愿的预测作用会被削弱。最后，针对上述结论ᨀ出若干实践指导建议，为知识服务企业更好运用体验营销策略进而效益增长提供参考。
语种	中文
内容类型	学位论文
源URL	[http://ir.psych.ac.cn/handle/311026/41591]
专题	心理研究所_社会与工程心理学研究室
推荐引用方式 GB/T 7714	王梦媛. 知识产品体验对冲动购买意愿的预测作用： 一个有调节的中介模型[D]. 中国科学院心理研究所. 中国科学院心理研究所. 2021.

个性服务

查看访问统计

相关权益政策

暂无数据

收藏/分享

除非特别说明，本系统中所有内容都受版权保护，并保留所有权利。