品牌忠诚和时间压力对强迫性网购行为的影响机制研究

doi:10.15936/j.cnki.1008-3758.2020.05.006

东北大学学报（社会科学版） ›› 2020, Vol. 22 ›› Issue (5): 40-49.DOI: 10.15936/j.cnki.1008-3758.2020.05.006

品牌忠诚和时间压力对强迫性网购行为的影响机制研究

赵杨^1,2，王志华^1,2，王林^1,2

(1.东北大学工商管理学院，辽宁沈阳110169;2.东北大学秦皇岛分校管理学院，河北秦皇岛066004)

收稿日期:2020-04-13 修回日期:2020-04-13 出版日期:2020-09-25 发布日期:2020-09-17
通讯作者: 赵杨
作者简介:赵杨(1979-)，女，辽宁沈阳人，东北大学讲师，主要从事组织行为与人力资源管理研究;王林(1978-)，男，青海西宁人，东北大学副教授，管理学博士，主要从事组织行为与人力资源管理、信息管理与电子商务研究。
基金资助:
国家自然科学基金资助项目(71972033);中央高校基本科研业务费重大(重点)学科研究引导资助项目(N172301004);河北省高等学校科学研究资助项目(SZ19017)。

The Influence Mechanism of Brand Loyalty and Time Pressure on Compulsive Online Shopping Behavior

ZHAO Yang^1,2， WANG Zhi-hua^1,2， WANG Lin^1,2

(1. School of Business Administration， Northeastern University， Shenyang 110169， China; 2. School of Management， Northeastern University at Qinhuangdao， Qinhuangdao 066004， China)

Received:2020-04-13 Revised:2020-04-13 Online:2020-09-25 Published:2020-09-17
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摘要/Abstract

摘要： 强迫性购买的研究主要在传统营销和医学领域被广泛关注，然而基于移动电子商务背景的强迫性网购行为的实证研究还比较鲜见。结合传统电子商务相关理论与移动电子商务场景特征，将品牌忠诚、时间压力、囤积行为、恐慌心理等变量融入模型，探索强迫性网购行为的影响机制。结果显示，品牌忠诚和时间压力对强迫性网购行为有显著的预测作用;囤积行为对品牌忠诚和强迫性网购行为具有中介作用;恐慌心理对时间压力和强迫性网购行为具有中介作用;自我控制在恐慌心理与强迫性网购行为之间起部分中介作用;焦虑敏感性正向调节恐慌心理与强迫性网购行为之间的关系，负向调节自我控制与强迫性网购行为之间的关系。针对电商企业和消费者提出了改善强迫性网购行为的实践启示和相关建议。

关键词: 品牌忠诚, 时间压力, 强迫性网购行为, 囤积行为, 恐慌心理, 自我控制

Abstract: The research on compulsive purchase has received widespread attention in traditional marketing and medical fields， but the empirical analysis of compulsive online shopping behavior based on the background of mobile e-commerce is still relatively rare. This research combines relevant traditional e-commerce theories and the characteristics of mobile e-commerce scene， and integrates brand loyalty， time pressure， hoarding behavior， panic psychology and other variables into the model to explore the influence mechanism of compulsive online shopping behavior. The results show that brand loyalty and time pressure have a significant predictive effect on compulsive online shopping behavior; hoarding plays an intermediary role in brand loyalty and compulsive online shopping behavior; panic psychology mediates time pressure and compulsive online shopping behavior; self-control plays a part of intermediary role between panic psychology and compulsive online shopping behavior; anxiety sensitivity positively regulates the relationship between panic psychology and compulsive online shopping behavior， and negatively regulates the relationship between self-control and compulsive online shopping behavior. Finally， practical enlightenment and relevant suggestions for improving compulsive online shopping behavior for e-commerce enterprises and consumers are proposed.

Key words: brand loyalty, time pressure, compulsive online shopping behavior, hoarding behavior, panic psychology, self-control

中图分类号:

C93-03

赵杨，王志华，王林. 品牌忠诚和时间压力对强迫性网购行为的影响机制研究[J]. 东北大学学报（社会科学版）, 2020, 22(5): 40-49.

ZHAO Yang， WANG Zhi-hua， WANG Lin. The Influence Mechanism of Brand Loyalty and Time Pressure on Compulsive Online Shopping Behavior[J]. Journal of Northeastern University(Social Science), 2020, 22(5): 40-49.

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品牌忠诚和时间压力对强迫性网购行为的影响机制研究

The Influence Mechanism of Brand Loyalty and Time Pressure on Compulsive Online Shopping Behavior

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