摘要
摘要
随着当今世界互联网的快速发展，人们的消费观念和行为发生了很大变化，
PC和移动客户端的使用也越来越普遍，也使得网络购物越来越便捷，我国网民
群体数量的不断增加也为网络消费市场的扩大提供了越来越多的发展机会，消
费者也在网络购物的过程中有了更多样化的选择和更舒适的体验。和线下传统
购物方式相比，线上购物有可以全天候不间断购买的特点，消费者随时随地都能
在各大网络平台上进行购物，加上网络商家为了吸引消费者而推出的层出不穷
的营销手段，使得消费者冲动性的购买行为大幅度增多。近年来有较多的营销学
和心理学学者们在不同领域的基础上不断对冲动性购买行为进行研究，但是研
究更多集中于传统的线下购物，大多从实体商店的情境因素对冲动性购买进行
研究，把冲动性购买行为放在网络购物背景下的研究还在起步阶段，尚未形成较
为成熟和完善的理论体系。因此，以网络购物为背景，研究线上购物的情境因素
对消费者冲动性购买行为显得尤为重要。一方面，为网络营销人员提供新的想法，
以改善店内形象，吸引消费者的注意力，利用营销机会增加销售额并赚取更多利
润，另一方面，它可以帮助消费者在冲动购买时对自己的心理有更清晰的认识，
理性购物以避免不必要的浪费。
本次研究的重点在于探究环境因子、时间因子、互动因子三个情境因素在正
向情绪的中介作用下对冲动性购物行为的影响程度。在目前已有的情境因素、正
向情绪和消费者冲动性消费的既有研究文献的梳理和评述的基础上，引入心理
学中的刺激反应（Stimulus-Organism-Response，简称 S-O-R）模型，针对情境因
素与冲动性购买的研究目的构建研究模型，在消费者进行网络购物的情况下，首
先研究环境、时间、互动三个情境因素对正向情绪的作用，然后将正向情绪作为
中介因素，研究其与冲动性购买行为之间的关系，进而提出研究假设。调研对象
选择了不同年龄段的网络购物消费者，借鉴经典量表设计调查问卷，通过问卷调
查等方式获得一手数据，最后采用 SPSS 20.0对收集到的 675份有效问卷使用多
种方式进行数据分析，并根据结果对本文研究假设进行检验。检验结果表明，在
网络商品促销的情况下，环境、时间、互动三个情境因素都在不同程度的对消费
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摘要
者的正向情绪起到积极作用，在正向情绪的中介作用下，环境、时间和互动这三
个情境因素将对冲动性购买行为产生积极影响。
关键词：网络购物；情境因素；中介效应；冲动性购买行为；
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Abstract
Abstract
With the rapid development of the Internet in today's world, people's consumption
concept and consumption behavior have changed dramatically.The use of PC and
mobile clients is becoming more and more common, which also makes online shopping
more and more convenient. The increasing number of Internet users in China also
provides more and more development opportunities for the expansion of the online
consumer market., and consumers have more diverse choices and more comfortable
experiences in the process of online shopping. With the rapid development of the
Internet in today's world, people's consumption concept and consumption behavior
have changed dramatically.The use of PC and mobile clients is becoming more and
more common, which also makes online shopping more and more convenient. The
increasing number of Internet users in China also provides more and more development
opportunities for the expansion of the online consumer market, and consumers have
more diverse choices and more comfortable experiences in the process of online
shopping. In recent years, more marketing and psychology scholars have continued to
study impulsive buying behavior based on the perspectives of different fields.But
researches have focused more on traditional offline shopping, mostly from the
situational factors of physical stores on consumer impulsive consumption.Research on
consumer impulsive buying behavior in the context of online shopping is still in its
infancy, and a more mature and perfect theoretical system has not yet been formed.
Therefore, it is particularly important to study the situational factors of online shopping
on consumers' impulsive buying behavior in the context of online shopping. On the one
hand, it provides new ideas for online marketers to improve store exposure, attract
consumers' attention, and seize the marketing moment to enhance sales and generate
more profits. On the other hand, as far as consumers are concerned, it can help them to
have a clearer perception of their own mental activities when impulse buying occurs
and to shop rationally so as to avoid unnecessary waste.
The focus of this study was to explore the degree of influence of the three
situational factors, which are environmental factor, time factor, and interaction factor,
mediated by positive emotions on impulsive shopping behavior. This research
introduced the S-O-S model into the construction of a research model for the purpose
of the study on contextual factors and impulsive buying. In the case of online purchases,
the role of three situational factors - environment, time, and interaction - on positive
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