基于混合方法的“双十一”消费者购买意愿研究:情感和认知视角

摘要/Abstract

摘要： “双十一”自2009年起快速发展，近年来受到了业界和学术界的广泛关注。本文以“双十一”背景下影响消费者决策的因素如何通过情感涉入和认知涉入影响消费者的购买意愿为主题，采用案例研究与定量研究相结合的混合方法进行研究。在案例研究中，通过对34位受访者的深入访谈，归纳了影响消费者参与“双十一”意愿的4个因素：感知信息可信度、熟悉度、节日氛围和互动性。在定量研究中，构建了“双十一”认知-情感双维度涉入动机模型，对213位“双十一”参与者填写的调查问卷进行定量分析。本文揭示了消费者的认知涉入和情感涉入是“双十一”购买意愿的重要预测指标，感知信息可信度、节日氛围和互动性对认知涉入和情感涉入均有显著正向影响，而熟悉度仅对情感涉入产生影响。本文结论支持和拓展了认知和情感相关理论在“双十一”情境下的适用性，提出并解释了节日氛围和互动性两个构念在“双十一”情境下的新内涵，为电子商务平台制定网络购物狂欢节策略提出了重视节日氛围的营造、加强互动性，从认知和情感双角度理解并满足消费者等实践建议。

关键词: 网络购物狂欢节, 认知, 情感, 购买意愿, 混合方法研究

Abstract: Since its rapid development from 2009, the Double 11 Online Shopping Carnival has attracted wide attention from industry and academia in recent years. This paper takes the topic of how important factors affect consumers' purchase intention through affective and cognitive involvement in the context of Double 11 Online Shopping Carnival, and adopts a mixed method that combines case study with quantitative study. In the case study, through 34 in-depth interviews, 4 factors affecting consumers' intention to participate in Double 11 Online Shopping Carnival are summarized, namely, perceived information credibility, familiarity, festival atmosphere and interactivity. In the quantitative research, a cognitive-affective involvement motivation model is constructed and a quantitative analysis on the questionnaires of 213 participants is conducted. This paper reveals that consumers' cognitive involvement and affective involvement are important predictors of their purchase intention at Double 11. Perceived information credibility, festival atmosphere and interactivity have significant positive effects on cognitive involvement and affective involvement, while familiarity only has an effect on affective involvement. The conclusions of this paper support and expand the applicability of cognition and emotion related theories in the context of Double 11, propose and explain the new connotation of the two constructs of festival atmosphere and interactivity in the context of Double 11. We also provide practical suggestions for e-commerce platforms to develop online shopping carnival strategies, such as emphasizing the festival atmosphere, strengthening interaction, understanding and satisfying consumers from both cognitive and affective perspectives.

Key words: online shopping carnival, cognition, affect, purchase intention, research in mixed method

萧文龙, 袁野, 施普希, 欧阳桃花. 基于混合方法的“双十一”消费者购买意愿研究:情感和认知视角[J]. 管理评论, 2024, 36(1): 161-174.

Shiau Wenlung, Yuan Ye, Shi Puxi, Ouyang Taohua. A Mixed-method-based Research on Consumers' Purchase Intention at Double 11 Online Shopping Carnival: Affective and Cognitive Perspectives[J]. Management Review, 2024, 36(1): 161-174.

参考文献

[1] 马霖青,李飞,张语涵. 企业网络购物狂欢节品牌的形成和成长机制——基于阿里巴巴"双十一"全球网络购物狂欢节的案例研究[J]. 管理案例研究与评论, 2018,11(6):532-547 Ma L. Q., Li F., Zhang Y. H. The Formation and Growth Mechanism of Online Shopping Carnival Brand:A Case Study Based on Alibaba Double 11 Shopping Carnival[J]. Journal of Management Case Studies, 2018,11(6):532-547
[2] 殷猛,李琪,刘洋. 网络购物狂欢节中的羊群效应及其对冲动购物的影响——基于社会影响理论和羊群效应的实证[J]. 中国流通经济, 2019,33(8):99-107 Yin M., Li Q., Liu Y. Study on Herd Behavior and Its Influence on Consumer Impulse Buying Behavior during Online Shopping Festival-An Empirical Study Based on Social Influence Theory and Herd Behavior[J]. China Business and Market, 2019,33(8):99-107
[3] Fedorikhin A., Shiv B. Heart and Mind in Conflict?:The Interplay[J]. Journal of Consumer Researcch, 2014,26(3):278-292
[4] Epstein S. Emotion and Self-theory[M]//Lewis M., Haviland J. M. (Eds.). Handbook of Emotions. New York:Guilford, 1993
[5] 周芳芳,陆露,张亚军,等. 自利型领导对员工越轨行为的影响基于认知和情感的双路径研究[J]. 管理评论, 2021,33(7):237-248 Zhou F. F., Lu L., Zhang Y. J., et al. The Impact of Self-serving Leadership on Employees' Deviant Behavior:A Cognitive and Affective Dual-pathway Model[J]. Management Review, 2021,33(7):237-248
[6] 原长弘,王瑞琪. 用顺序混合方法研究构建验证管理理论探析[J]. 科研管理, 2015,36(5):80-86 Yuan C. H., Wang R. Q. A Research on Building and Testing Management Theory with the Sequential Mixed Method[J]. Science Research Management, 2015,36(5):80-86
[7] 张音,黄敏学,郑海东. 社会公众对产品召回的反应机制研究——基于混合方法的模型构建[J]. 管理评论, 2014,26(5):120-131 Zhang Y., Huang M. X., Zheng H. D. How do the Public Respond to Product Recalls? A Mechanism Building Based on Mixed-methods Approach[J]. Management Review, 2014,26(5):120-131
[8] 陈传红,李雪燕. 网络购物节促销策略对消费者参与意愿影响及个人特征的调节作用[J]. 管理评论, 2021,33(3):159-169 Chen C. H., Li X. Y. The Effect of Online Shopping Festival Promotion Strategies on Consumer Participation Intention and the Moderating Role of Personal Characteristics[J]. Management Review, 2021,33(3):159-169
[9] 张锋,邹鹏,于渤. 附属产品促销定价对消费者价格评估的影响:产品涉入度的调节作用[J]. 管理评论, 2016,28(10):141-152 Zhang F., Zou P., Yu B. The Impact of Promotion Price on the Valuation of Offer Price:The Moderating Effect of Product Involvement[J]. Management Review, 2016,28(10):141-152
[10] Zaichkowsky J. L. Measuring the Involvement Construct[J]. Journal of Consumer Research, 1985,12(3):341-352
[11] Eroglu S. A., Machleit K. A., Davis L. M. Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses[J]. Psychology and Marketing, 2003,20(2):139-150
[12] Mou J., Zhu W., Benyoucef M. Impact of Product Description and Involvement on Purchase Intention in Cross-border E-commerce[J]. Industrial Management and Data Systems, 2019,120(3):567-586
[13] Alnawas I., Aburub F. The Effect of Benefits Generated from Interacting with Branded Mobile Apps on Consumer Satisfaction and Purchase Intentions[J]. Journal of Retailing and Consumer Services, 2016,31:313-322
[14] Liang C., Shiau W. Moderating Effect of Privacy Concerns and Subjective Norms between Satisfaction and Repurchase of Airline E-ticket through Airline-ticket Vendors[J]. Asia Pacific Journal of Tourism Research, 2018,23(12):1142-1159
[15] 张洁梅,孔维铮. 网络负面口碑对消费者冲动性购买意愿的影响——负面情绪的中介作用[J]. 管理评论, 2021,33(6):144-156 Zhang J. M., Kong W. Z. The Influence of Negative Online Word-of-Mouth on Consumers' Impulsive Purchasing Intentions:The Mediating Effect of Negative Emotions[J]. Management Review, 2021,33(6):144-156
[16] Wang Y., Yeh C., Liao Y. What Drives Purchase Intention in the Context of Online Content Services? The Moderating Role of Ethical Self-efficacy for Online Piracy[J]. International Journal of Information Management, 2013,33(1):199-208
[17] Pappas N. Marketing Strategies, Perceived Risks, and Consumer Trust in Online Buying Behaviour[J]. Journal of Retailing and Consumer Servicest, 2016,29:92-103
[18] Tashakkori A., Creswell J. W. Editorial:The New Era of Mixed Methods[J]. Journal of Mixed Methods Research, 2007,1(1):3-7
[19] Creswell J. W., Clark V. L. P. Designing and Conducting Mixed Methods Research[M]. Thousand Oak, CA:Sage, 2007
[20] 极光大数据. 2018年双十一数据研究报告[EB/OL]. https://www.jiguang.cn/reports/355, 2019-12-14 Aurora Mobile. 201811.11 Online Shopping Carnival Data Research Report[EB/OL]. https://www.jiguang.cn/reports/355, 2019-12-14
[21] Klein H. K., Myers M. D. A Set of Principles for Conducting and Evaluating Interpretive Field Studies in Information Systems[J]. MIS Quarterly, 1999,23(1):67-94
[22] Gioia D. A., Corley K. G., Hamilton A. L. Seeking Qualitative Rigor in Inductive Research:Notes on the Gioia Methodology[J]. Organizational Research Methods, 2013,16(1):15-31
[23] 查先进,张晋朝,严亚兰. 微博环境下用户学术信息搜寻行为影响因素研究——信息质量和信源可信度双路径视角[J]. 中国图书馆学报, 2015,(3):71-86 Zha X. J., Zhang J. C., Yan Y. L. Impacting Factors of Users' Academic Information Seeking Behavior in the Context of Microblogs:A Dual-route Perspective of Information Quality and Information Source Credibility[J]. Journal of Library Science in China, 2015,(3):71-86
[24] Li C. Y. Persuasive Messages on Information System Acceptance:A Theoretical Extension of Elaboration Likelihood Model and Social Influence Theory[J]. Computers in Human Behavior, 2013,29(1):264-275
[25] Bhattacherjee A., Sanford C. Influence Processes for Information Technology Acceptance:An Elaboration Likelihood Model[J]. MIS Quarterly, 2006,30(4):805-825
[26] Park C. W., Young S. M. Consumer Response to Television Commercials:The Impact of Involvement and Background Music on Brand Attitude Formation[J]. Journal of Marketing Research, 1986,23(1):11-24
[27] Chandon P., Wansink B., Laurent G. A Benefit Congruency Framework of Sales Promotion Effectiveness[J]. Journal of Marketing, 2000,64(4):65-81
[28] Coursaris C. K., Sung J. Antecedents and Consequents of a Mobile Website's Interactivity[J]. New Media & Society, 2012,14(7):1128-1146
[29] Luo X. How does Shopping with Others Influence Impulsive Purchasing?[J]. Journal of Consumer Psychology, 2005,15(4):288-294
[30] Bian X., Moutinho L. The Role of Brand Image, Product Involvement, and Knowledge in Explaining Consumer Purchase Behaviour of Counterfeits[J]. European Journal of Marketing, 2011,45(1/2):191-216
[31] Drossos D. A., Kokkinaki F., Giaglis G. M., et al. The Effects of Product Involvement and Impulse Buying on Purchase Intentions in Mobile Text Advertising[J]. Electronic Commerce Research and Applications, 2014,13(6):423-430
[32] 郝旭光,张嘉祺,雷卓群,等. 平台型领导:多维度结构、测量与创新行为影响验证[J]. 管理世界, 2021,37(1):186-216 Hao X. G., Zhang J. Q., Lei Z. Q., et al. Platform Leadership:The Multi-dimensional Construction, Measurement and Verification the Impact on Innovation Behavior[J]. Journal of Management World, 2021,37(1):186-216
[33] Fan H., Lederman R. Online Health Communities:How do Community Members Build the Trust Required to Adopt Information and Form Close Relationships?[J]. European Journal of Information Systems, 2018,27(1):62-89
[34] Kim D. J., Ferrin D. L., Rao H. R. A Trust-based Consumer Decision-making Model in Electronic Commerce:The Role of Trust, Perceived Risk, and Their Antecedents[J]. Decision Support Systems, 2008,44(2):544-564
[35] Zaichkowsky J. L. Measuring the Involvement Construct[J]. Journal of Consumer Research, 1985,12(3):341-352
[36] Kang J. Y. M., Mun J. M., Johnson K. K. P. In-store Mobile Usage:Downloading and Usage Intention toward Mobile Location-based Retail Apps[J]. Computers in Human Behavior, 2015,46:210-217
[37] Wixom B. H., Watson H. J. An Empirical Investigation of the Factors Affecting Data Warehousing Success[J]. MIS Quarterly, 2001,25(1):17-42
[38] Bagozzi R. P., Yi Y. On the Evaluation of Structural Equation Models[J]. Journal of the Academy of Marketing Science, 1988,16(1):74-94
[39] Colquitt J. A., Zapata-Phelan C. P. Trends in Theory Building and Theory Testing:A Five-decade Study of the Academy of Management Journal[J]. Academy of Management Journal, 2007,50(6):1281-1303
[40] Bergh D. D., Boyd B. K., Byron K., et al. What Constitutes a Methodological Contribution?[J]. Journal of Management, 2022,48(7):1835-1848
[41] Venkatesh V., Brown S., Sullivan Y. Guidelines for Conducting Mixed-methods Research:An Extension and Illustration[J]. Journal of the Association for Information Systems, 2016,17(7):435-495