捆绑销售模式对冲动性购买的影响：以心流体验、时间压力为调节变量

The Research on the Influence of Bundle Sales Mode on Impulsive Purchase: with Flow Experience and Time Pressure as Moderating Variable

吴双(Shuang Wu)

《DPU International Conference on Business Innovation and Social Sciences 2022》 2022 (2022/05) Pp. 755-764

https://doi.org/10.29754/caicictbs.202205.0073

摘要

本篇研究旨在探讨捆绑销售对冲动性购买的影响，建立以感知价值为中介变量，心流体验和时间压力为调节变量的研究模型，将捆绑销售模式、时间压力、心流体验整合成一个全新研究视角，探讨三者对冲动性购买的影响，以及结合感知价值探究它们的互相作用。本篇研究在文献综述和研究假设的基础上，采用问卷调查的方法进行分析。结果表明，捆绑销售模式对消费者的冲动性购买行为和感知价值都具有正向影响，感知价值对消费者的冲动性购买行为具有正向影响，心流体验和时间压力都在捆绑销售模式和消费者的冲动性购买行为之间有正向调节作用。

關鍵字

捆绑销售 ； 冲动性购买 ； 时间压力 ； 感知价值 ； 心流体验

並列摘要

The purpose of this study is to explore the impact of bundling on impulsive purchase, and establish a research model with perceived value as the intermediary variable and flow experience and time pressure as the regulatory variable. This study integrates the bundling model, time pressure and flow experience into a new research perspective to explore the impact of the three on impulse buying, and explore the interaction between them in combination with perceived value. Based on the literature review and research hypothesis, this study uses the method of questionnaire to analyze.The results of data analysis show that the bundling model can promote consumers' impulsive purchase behavior, the bundling model can promote perceived value, the perceived value can promote consumers' impulsive purchase behavior, flow experience has a positive regulatory effect between bundling mode and consumers' impulsive purchase behavior, and time pressure has a positive regulatory effect between bundling mode and consumers' impulsive purchase behavior.

並列關鍵字

Bundle sale ； Impulsive Purchase ； Time pressure ； Perceived value ； Flow experience