基于SOR模型的線上消費(fèi)者沖動(dòng)購(gòu)物影響因素分析

基于SOR模型的線上消費(fèi)者沖動(dòng)購(gòu)物影響因素分析一、本文概述Overviewofthisarticle隨著電子商務(wù)的飛速發(fā)展，線上購(gòu)物已成為消費(fèi)者日常生活的重要組成部分。然而，線上購(gòu)物環(huán)境往往使得消費(fèi)者更容易產(chǎn)生沖動(dòng)購(gòu)物的行為。為了深入理解這一現(xiàn)象，本文基于SOR（刺激-有機(jī)體-反應(yīng)）模型，對(duì)線上消費(fèi)者沖動(dòng)購(gòu)物的影響因素進(jìn)行深入分析。SOR模型是一個(gè)解釋個(gè)體如何對(duì)外界刺激做出反應(yīng)的理論框架，它認(rèn)為個(gè)體的行為是由外部環(huán)境刺激、內(nèi)部心理狀態(tài)和最終的行為反應(yīng)共同決定的。本文將這一模型應(yīng)用于線上購(gòu)物環(huán)境，旨在揭示各種刺激因素如何通過影響消費(fèi)者的內(nèi)部心理狀態(tài)，進(jìn)而引發(fā)沖動(dòng)購(gòu)物行為。Withtherapiddevelopmentofe-commerce,onlineshoppinghasbecomeanimportantcomponentofconsumerdailylife.However,theonlineshoppingenvironmentoftenmakesiteasierforconsumerstoengageinimpulsiveshoppingbehavior.Inordertogainadeeperunderstandingofthisphenomenon,thisarticleconductsanin-depthanalysisoftheinfluencingfactorsofonlineconsumerimpulseshoppingbasedontheSOR(stimulusorganismresponse)model.TheSORmodelisatheoreticalframeworkthatexplainshowindividualsrespondtoexternalstimuli,statingthatanindividual'sbehaviorisdeterminedbyacombinationofexternalenvironmentalstimuli,internalpsychologicalstates,andultimatelybehavioralresponses.Thispaperappliesthismodeltoonlineshoppingenvironment,aimingtorevealhowvariousstimulusfactorsaffectconsumers'internalpsychologicalstate,andthentriggerimpulsiveshoppingbehavior.在本文中，我們將首先回顧SOR模型的基本理論及其在消費(fèi)者行為研究中的應(yīng)用。然后，我們將詳細(xì)分析線上購(gòu)物環(huán)境中可能影響消費(fèi)者沖動(dòng)購(gòu)物的各種刺激因素，如產(chǎn)品特性、促銷策略、購(gòu)物界面設(shè)計(jì)等。接著，我們將探討這些因素如何通過影響消費(fèi)者的認(rèn)知和情感狀態(tài)，進(jìn)一步引發(fā)沖動(dòng)購(gòu)物行為。我們還將考慮個(gè)體差異，如消費(fèi)者的個(gè)性特征、購(gòu)物習(xí)慣等，在沖動(dòng)購(gòu)物行為形成過程中的作用。Inthisarticle,wewillfirstreviewthebasictheoryoftheSORmodelanditsapplicationinconsumerbehaviorresearch.Then,wewillanalyzeindetailvariousstimulatingfactorsthatmayaffectconsumerimpulseshoppingintheonlineshoppingenvironment,suchasproductcharacteristics,promotionstrategies,shoppinginterfacedesign,etc.Next,wewillexplorehowthesefactorscanfurthertriggerimpulsiveshoppingbehaviorbyinfluencingconsumers'cognitiveandemotionalstates.Wewillalsoconsidertheroleofindividualdifferences,suchasconsumerpersonalitytraits,shoppinghabits,etc.,intheformationofimpulsiveshoppingbehavior.本文將基于SOR模型提出一套有效的沖動(dòng)購(gòu)物干預(yù)策略，旨在幫助消費(fèi)者更理性地進(jìn)行線上購(gòu)物，同時(shí)也為電商平臺(tái)提供有益的運(yùn)營(yíng)建議。通過本文的研究，我們期望能夠?yàn)槔斫饩€上消費(fèi)者沖動(dòng)購(gòu)物行為提供新的視角和方法，為推動(dòng)電子商務(wù)的健康發(fā)展提供理論支持和實(shí)踐指導(dǎo)。ThisarticlewillproposeaneffectiveimpulseshoppinginterventionstrategybasedontheSORmodel,aimingtohelpconsumersshoponlinemorerationallyandprovideusefuloperationalsuggestionsfore-commerceplatforms.Throughtheresearchinthisarticle,wehopetoprovidenewperspectivesandmethodsforunderstandingtheimpulsiveshoppingbehaviorofonlineconsumers,andtoprovidetheoreticalsupportandpracticalguidanceforpromotingthehealthydevelopmentofe-commerce.二、SOR模型與線上沖動(dòng)購(gòu)物SORmodelandonlineimpulseshoppingSOR模型，即“刺激-有機(jī)體-反應(yīng)”模型，是由心理學(xué)家EdwardC.Tolman在20世紀(jì)30年代提出的，用于解釋個(gè)體如何對(duì)外界刺激作出反應(yīng)的過程。SOR模型的核心思想是，個(gè)體的行為是由其所處的環(huán)境刺激和內(nèi)部狀態(tài)共同決定的。在營(yíng)銷學(xué)領(lǐng)域，SOR模型被廣泛應(yīng)用于消費(fèi)者行為研究，特別是在分析消費(fèi)者沖動(dòng)購(gòu)物行為方面，該模型具有獨(dú)特的解釋力。TheSORmodel,alsoknownasthe"stimulusorganismresponse"model,wasproposedbypsychologistEdwardC.Tolmaninthe1930stoexplainhowindividualsrespondtoexternalstimuli.ThecoreideaoftheSORmodelisthatanindividual'sbehaviorisdeterminedbyboththeenvironmentalstimulitheyareinandtheirinternalstate.Inthefieldofmarketing,theSORmodeliswidelyusedinconsumerbehaviorresearch,especiallyinanalyzingconsumerimpulseshoppingbehavior.Thismodelhasuniqueexplanatorypower.線上沖動(dòng)購(gòu)物作為電子商務(wù)領(lǐng)域的一種常見現(xiàn)象，指的是消費(fèi)者在沒有明確購(gòu)物計(jì)劃或需求的情況下，在線上購(gòu)物環(huán)境中受到某種刺激后，短時(shí)間內(nèi)作出的非計(jì)劃性購(gòu)買決策。這種購(gòu)物行為通常伴隨著強(qiáng)烈的情感體驗(yàn)，如愉悅、興奮或焦慮等。Onlineimpulseshopping,asacommonphenomenoninthefieldofe-commerce,referstounplannedpurchasingdecisionsmadebyconsumersinashortperiodoftimeintheonlineshoppingenvironment,withoutclearshoppingplansorneeds,afterbeingstimulatedbycertainstimuli.Thisshoppingbehaviorisoftenaccompaniedbystrongemotionalexperiences,suchaspleasure,excitement,oranxiety.在SOR模型的框架下，線上沖動(dòng)購(gòu)物的發(fā)生可以分為三個(gè)階段：刺激階段、有機(jī)體階段和反應(yīng)階段。UndertheframeworkoftheSORmodel,theoccurrenceofonlineimpulseshoppingcanbedividedintothreestages:stimulusstage,organicstage,andresponsestage.在刺激階段，線上購(gòu)物環(huán)境中的各種因素，如商品展示、促銷信息、用戶評(píng)價(jià)等，都可能成為引發(fā)消費(fèi)者沖動(dòng)購(gòu)物的外部刺激。這些刺激通過視覺、聽覺等多種感官渠道傳遞給消費(fèi)者，影響其購(gòu)物決策。Duringthestimulationphase,variousfactorsintheonlineshoppingenvironment,suchasproductdisplays,promotionalinformation,userreviews,etc.,maybecomeexternalstimulithattriggerimpulsiveshoppingamongconsumers.Thesestimuliaretransmittedtoconsumersthroughvarioussensorychannelssuchasvisualandauditory,influencingtheirshoppingdecisions.進(jìn)入有機(jī)體階段，消費(fèi)者的個(gè)人特征、心理狀態(tài)和認(rèn)知結(jié)構(gòu)等因素開始發(fā)揮作用。這些因素決定了消費(fèi)者對(duì)外部刺激的感知和解釋，進(jìn)而影響了其沖動(dòng)購(gòu)物的傾向。例如，消費(fèi)者的購(gòu)物動(dòng)機(jī)、情緒狀態(tài)、自我控制能力等都會(huì)在這一階段對(duì)沖動(dòng)購(gòu)物行為產(chǎn)生影響。Enteringtheorganicstage,factorssuchaspersonalcharacteristics,psychologicalstate,andcognitivestructureofconsumersbegintoplayarole.Thesefactorsdeterminetheperceptionandexplanationofexternalstimulibyconsumers,whichinturnaffectstheirtendencytowardsimpulsiveshopping.Forexample,consumers'shoppingmotivation,emotionalstate,self-controlability,etc.willallhaveanimpactonimpulsiveshoppingbehaviorduringthisstage.在反應(yīng)階段，消費(fèi)者根據(jù)前兩個(gè)階段的綜合作用，作出是否進(jìn)行沖動(dòng)購(gòu)物的決策。如果消費(fèi)者受到的刺激足夠強(qiáng)烈，且其內(nèi)部狀態(tài)也傾向于沖動(dòng)購(gòu)物，那么最終就可能產(chǎn)生沖動(dòng)購(gòu)買行為。Inthereactionstage,consumersmakeadecisiononwhethertomakeimpulsiveshoppingbasedonthecombinedeffectofthefirsttwostages.Ifconsumersarestimulatedstronglyenoughandtheirinternalstatetendstobeimpulsiveshopping,thenimpulsivebuyingbehaviormayultimatelyoccur.SOR模型為分析線上沖動(dòng)購(gòu)物行為提供了一個(gè)有效的理論框架。通過深入剖析刺激、有機(jī)體和反應(yīng)三個(gè)階段的相互作用機(jī)制，我們可以更好地理解線上沖動(dòng)購(gòu)物行為的發(fā)生過程，從而為消費(fèi)者行為研究和電子商務(wù)實(shí)踐提供有益的啟示。TheSORmodelprovidesaneffectivetheoreticalframeworkforanalyzingonlineimpulseshoppingbehavior.Bydeeplyanalyzingtheinteractionmechanismsofstimulus,organism,andresponsestages,wecanbetterunderstandtheprocessofonlineimpulseshoppingbehavior,therebyprovidingusefulinsightsforconsumerbehaviorresearchande-commercepractice.三、線上消費(fèi)者沖動(dòng)購(gòu)物影響因素分析AnalysisofFactorsInfluencingImpulsiveShoppingamongOnlineConsumers基于SOR模型，我們深入探討了線上消費(fèi)者沖動(dòng)購(gòu)物的影響因素。SOR模型，即刺激-有機(jī)體-反應(yīng)模型，認(rèn)為消費(fèi)者的購(gòu)物行為是由外部刺激引發(fā)，經(jīng)過個(gè)體內(nèi)部的心理過程，最終產(chǎn)生購(gòu)買行為。在此模型中，外部刺激、個(gè)體心理過程和購(gòu)買行為構(gòu)成了沖動(dòng)購(gòu)物的三大影響因素。BasedontheSORmodel,wedelvedintotheinfluencingfactorsofonlineconsumerimpulseshopping.TheSORmodel,alsoknownastheStimulusOrganismResponsemodel,assumesthatconsumershoppingbehavioristriggeredbyexternalstimuliandundergoesinternalpsychologicalprocesses,ultimatelyleadingtopurchasingbehavior.Inthismodel,externalstimuli,individualpsychologicalprocesses,andpurchasingbehaviorconstitutethethreemajorinfluencingfactorsofimpulseshopping.外部刺激因素在引發(fā)消費(fèi)者沖動(dòng)購(gòu)物行為中起著重要作用。線上購(gòu)物平臺(tái)提供的各種促銷手段，如限時(shí)搶購(gòu)、滿減優(yōu)惠等，都是典型的外部刺激。這些促銷活動(dòng)能夠迅速吸引消費(fèi)者的注意力，激發(fā)他們的購(gòu)物欲望。線上購(gòu)物平臺(tái)的界面設(shè)計(jì)、商品展示方式等也會(huì)對(duì)消費(fèi)者的購(gòu)物行為產(chǎn)生影響。例如，精美的商品圖片和生動(dòng)的商品描述可能會(huì)讓消費(fèi)者對(duì)商品產(chǎn)生好感，從而引發(fā)沖動(dòng)購(gòu)物行為。Externalstimuliplayanimportantroleintriggeringimpulsiveshoppingbehavioramongconsumers.Thevariouspromotionalmethodsprovidedbyonlineshoppingplatforms,suchaslimitedtimeflashsalesanddiscounts,aretypicalexternalstimuli.Thesepromotionalactivitiescanquicklyattractconsumers'attentionandstimulatetheirshoppingdesire.Theinterfacedesignandproductdisplaymethodsofonlineshoppingplatformscanalsohaveanimpactonconsumershoppingbehavior.Forexample,exquisiteproductimagesandvividproductdescriptionsmaymakeconsumershaveafavorableimpressionoftheproduct,leadingtoimpulsiveshoppingbehavior.個(gè)體心理過程是影響消費(fèi)者沖動(dòng)購(gòu)物的關(guān)鍵因素。在SOR模型中，個(gè)體心理過程包括認(rèn)知、情感和動(dòng)機(jī)等心理活動(dòng)。在線購(gòu)物環(huán)境中，消費(fèi)者的認(rèn)知過程可能受到商品信息呈現(xiàn)方式、商品評(píng)價(jià)等因素的影響，導(dǎo)致他們對(duì)商品產(chǎn)生誤解或過度樂觀的預(yù)期。情感過程則可能受到購(gòu)物平臺(tái)氛圍、商品設(shè)計(jì)等因素的影響，使消費(fèi)者產(chǎn)生愉悅、興奮等情緒，從而更容易做出購(gòu)買決策。動(dòng)機(jī)則是推動(dòng)消費(fèi)者購(gòu)物行為的內(nèi)在力量，如追求新鮮感、滿足個(gè)人需求等。Theindividualpsychologicalprocessisakeyfactoraffectingconsumerimpulseshopping.IntheSORmodel,individualpsychologicalprocessesincludecognitive,emotional,andmotivationalpsychologicalactivities.Intheonlineshoppingenvironment,consumers'cognitiveprocessesmaybeinfluencedbyfactorssuchasthepresentationofproductinformationandproductevaluations,leadingtomisunderstandingsoroverlyoptimisticexpectationsoftheproducts.Theemotionalprocessmaybeinfluencedbyfactorssuchastheshoppingplatformatmosphereandproductdesign,whichcangeneratefeelingsofpleasureandexcitementamongconsumers,makingiteasiertomakepurchasingdecisions.Motivationistheinternalforcethatdrivesconsumershoppingbehavior,suchaspursuingnoveltyandmeetingpersonalneeds.購(gòu)買行為是沖動(dòng)購(gòu)物影響因素分析的落腳點(diǎn)。在外部刺激和個(gè)體心理過程的共同作用下，消費(fèi)者可能會(huì)產(chǎn)生沖動(dòng)購(gòu)物行為。這種行為通常具有突發(fā)性、情緒化等特點(diǎn)，消費(fèi)者可能會(huì)在未經(jīng)深思熟慮的情況下做出購(gòu)買決策。然而，這種沖動(dòng)購(gòu)物行為往往會(huì)導(dǎo)致消費(fèi)者購(gòu)買到不必要或不合適的商品，從而造成經(jīng)濟(jì)損失和心理負(fù)擔(dān)。Purchasingbehavioristhefocusofanalyzingtheinfluencingfactorsofimpulseshopping.Underthecombinedeffectofexternalstimuliandindividualpsychologicalprocesses,consumersmayengageinimpulsiveshoppingbehavior.Thiskindofbehaviorusuallyhascharacteristicssuchassuddennessandemotionality,andconsumersmaymakepurchasingdecisionswithoutcarefulconsideration.However,thisimpulsiveshoppingbehavioroftenleadstoconsumerspurchasingunnecessaryorinappropriateproducts,resultingineconomiclossesandpsychologicalburden.基于SOR模型的線上消費(fèi)者沖動(dòng)購(gòu)物影響因素分析表明，外部刺激、個(gè)體心理過程和購(gòu)買行為是構(gòu)成沖動(dòng)購(gòu)物行為的三大要素。為了減少?zèng)_動(dòng)購(gòu)物行為的發(fā)生，線上購(gòu)物平臺(tái)應(yīng)該優(yōu)化促銷手段、改進(jìn)界面設(shè)計(jì)等方式來減少外部刺激的影響；消費(fèi)者也應(yīng)該增強(qiáng)自我控制能力、理性分析商品價(jià)值等方式來調(diào)整個(gè)體心理過程，避免產(chǎn)生沖動(dòng)購(gòu)物行為。TheanalysisoftheinfluencingfactorsofonlineconsumerimpulseshoppingbasedontheSORmodelshowsthatexternalstimuli,individualpsychologicalprocesses,andpurchasingbehaviorarethethreemajorelementsthatconstituteimpulseshoppingbehavior.Inordertoreducetheoccurrenceofimpulsiveshoppingbehavior,onlineshoppingplatformsshouldoptimizepromotionalmethods,improveinterfacedesign,andothermethodstoreducetheimpactofexternalstimuli;Consumersshouldalsoenhancetheirself-controlandrationallyanalyzethevalueofgoodstoadjusttheirindividualpsychologicalprocessesandavoidimpulsiveshoppingbehavior.四、研究方法與數(shù)據(jù)分析ResearchMethodsandDataAnalysis本研究采用SOR（Stimulus-Organism-Response）模型作為理論框架，結(jié)合問卷調(diào)查和統(tǒng)計(jì)分析的方法，對(duì)線上消費(fèi)者沖動(dòng)購(gòu)物的影響因素進(jìn)行深入分析。在文獻(xiàn)回顧和理論推導(dǎo)的基礎(chǔ)上，設(shè)計(jì)出包含刺激因素、有機(jī)體因素和反應(yīng)因素三個(gè)維度的線上消費(fèi)者沖動(dòng)購(gòu)物影響因素問卷。ThisstudyadoptstheSOR(StimulusOrganismResponse)modelasthetheoreticalframework,combinedwithquestionnairesurveysandstatisticalanalysismethods,toconductin-depthanalysisoftheinfluencingfactorsofonlineconsumerimpulseshopping.Basedonliteraturereviewandtheoreticaldeduction,aquestionnaireontheinfluencingfactorsofonlineconsumerimpulseshoppingwasdesigned,whichincludesthreedimensions:stimulusfactors,organicfactors,andresponsefactors.在刺激因素方面，問卷涵蓋了產(chǎn)品特性、促銷信息、網(wǎng)站設(shè)計(jì)等多個(gè)子項(xiàng)，以全面捕捉線上購(gòu)物環(huán)境中可能激發(fā)消費(fèi)者沖動(dòng)購(gòu)物的各種刺激源。有機(jī)體因素方面，重點(diǎn)考慮了消費(fèi)者的個(gè)人特質(zhì)，如沖動(dòng)性特質(zhì)、購(gòu)物動(dòng)機(jī)等，以及心理狀態(tài)，如情緒、認(rèn)知等。反應(yīng)因素則主要關(guān)注消費(fèi)者的沖動(dòng)購(gòu)物行為及其后果，如購(gòu)買決策、滿意度等。Intermsofstimulatingfactors,thequestionnairecoversmultiplesubitemssuchasproductcharacteristics,promotionalinformation,websitedesign,etc.,tocomprehensivelycapturevariousstimulithatmaystimulateconsumerstomakeimpulsivepurchasesintheonlineshoppingenvironment.Intermsoforganicfactors,thefocusisonconsideringthepersonaltraitsofconsumers,suchasimpulsivity,shoppingmotivation,aswellaspsychologicalstates,suchasemotionsandcognition.Theresponsefactorsmainlyfocusonconsumers'impulsiveshoppingbehavioranditsconsequences,suchaspurchasingdecisions,satisfaction,etc.通過線上平臺(tái)發(fā)布問卷，并收集到足夠數(shù)量的有效樣本后，運(yùn)用SPSS等統(tǒng)計(jì)軟件對(duì)數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、因子分析和回歸分析。描述性統(tǒng)計(jì)分析用于描述樣本的基本特征和各變量的分布情況；因子分析用于提取和驗(yàn)證問卷中的關(guān)鍵因子，以簡(jiǎn)化數(shù)據(jù)結(jié)構(gòu)并揭示變量間的潛在關(guān)系；回歸分析則用于進(jìn)一步探討刺激因素和有機(jī)體因素如何影響消費(fèi)者的沖動(dòng)購(gòu)物行為，以及各因素之間的相對(duì)重要性。Afterpublishingaquestionnaireonanonlineplatformandcollectingasufficientnumberofvalidsamples,descriptivestatisticalanalysis,factoranalysis,andregressionanalysiswereconductedonthedatausingstatisticalsoftwaresuchasSPSS.Descriptivestatisticalanalysisisusedtodescribethebasiccharacteristicsofthesampleandthedistributionofeachvariable;Factoranalysisisusedtoextractandvalidatekeyfactorsfromquestionnaires,inordertosimplifydatastructuresandrevealpotentialrelationshipsbetweenvariables;Regressionanalysisisusedtofurtherexplorehowstimulatingandorganicfactorsaffectconsumerimpulseshoppingbehavior,aswellastherelativeimportanceofeachfactor.在數(shù)據(jù)分析過程中，注重檢驗(yàn)問卷的信度和效度，確保研究結(jié)果的可靠性和有效性。通過對(duì)比不同群體、不同情境下的數(shù)據(jù)差異，深入挖掘線上消費(fèi)者沖動(dòng)購(gòu)物行為的影響因素的特點(diǎn)和規(guī)律。最終，結(jié)合理論分析和實(shí)證結(jié)果，提出有針對(duì)性的建議和措施，以指導(dǎo)電商企業(yè)和平臺(tái)優(yōu)化營(yíng)銷策略，降低消費(fèi)者的沖動(dòng)購(gòu)物行為發(fā)生率，提高購(gòu)物滿意度和忠誠(chéng)度。Intheprocessofdataanalysis,emphasisisplacedontestingthereliabilityandvalidityofthequestionnairetoensurethereliabilityandvalidityoftheresearchresults.Bycomparingthedatadifferencesamongdifferentgroupsandcontexts,weaimtoexplorethecharacteristicsandpatternsoftheinfluencingfactorsofonlineconsumerimpulseshoppingbehavior.Finally,basedontheoreticalanalysisandempiricalresults,targetedsuggestionsandmeasuresareproposedtoguidee-commerceenterprisesandplatformstooptimizemarketingstrategies,reducetheincidenceofimpulsiveshoppingbehavioramongconsumers,andimproveshoppingsatisfactionandloyalty.五、研究結(jié)論與啟示Researchconclusionsandinsights本研究基于SOR模型，深入探討了線上消費(fèi)者沖動(dòng)購(gòu)物的影響因素。通過綜合考量刺激因素、消費(fèi)者內(nèi)在的心理反應(yīng)以及最終的行為反應(yīng)，我們發(fā)現(xiàn)多個(gè)關(guān)鍵要素在沖動(dòng)購(gòu)物過程中起到了重要作用。ThisstudyisbasedontheSORmodelanddelvesintotheinfluencingfactorsofonlineconsumerimpulseshopping.Bycomprehensivelyconsideringthestimulatingfactors,theinternalpsychologicalreactionsofconsumers,andthefinalbehavioralreactions,wefoundthatmultiplekeyfactorsplayanimportantroleintheprocessofimpulseshopping.在刺激因素方面，研究發(fā)現(xiàn)線上購(gòu)物的便捷性、促銷活動(dòng)的吸引力以及商品呈現(xiàn)方式等因素顯著影響消費(fèi)者的購(gòu)物沖動(dòng)。這為電商平臺(tái)提供了有針對(duì)性的優(yōu)化方向，如提升網(wǎng)站用戶體驗(yàn)、設(shè)計(jì)更具吸引力的促銷活動(dòng)以及優(yōu)化商品展示方式等。Intermsofstimulatingfactors,researchhasfoundthattheconvenienceofonlineshopping,theattractivenessofpromotionalactivities,andthewayproductsarepresentedsignificantlyaffectconsumershoppingimpulse.Thisprovidestargetedoptimizationdirectionsfore-commerceplatforms,suchasimprovingwebsiteuserexperience,designingmoreattractivepromotionalactivities,andoptimizingproductdisplaymethods.在消費(fèi)者內(nèi)在心理反應(yīng)方面，研究發(fā)現(xiàn)購(gòu)物動(dòng)機(jī)、情緒狀態(tài)以及認(rèn)知評(píng)估等因素對(duì)沖動(dòng)購(gòu)物行為產(chǎn)生顯著影響。這提示我們，電商平臺(tái)在運(yùn)營(yíng)過程中應(yīng)注重激發(fā)消費(fèi)者的購(gòu)物欲望，營(yíng)造積極的購(gòu)物氛圍，并引導(dǎo)消費(fèi)者進(jìn)行理性評(píng)估。Intermsofconsumerintrinsicpsychologicalreactions,researchhasfoundthatfactorssuchasshoppingmotivation,emotionalstate,andcognitiveevaluationhaveasignificantimpactonimpulsiveshoppingbehavior.Thisremindsusthate-commerceplatformsshouldfocusonstimulatingconsumershoppingdesires,creatingapositiveshoppingatmosphere,andguidingconsumerstoconductrationalevaluationsduringtheoperationprocess.在行為反應(yīng)方面，研究發(fā)現(xiàn)消費(fèi)者的沖動(dòng)購(gòu)物行為受到個(gè)人特質(zhì)、購(gòu)物習(xí)慣以及社會(huì)環(huán)境等因素的制約。因此，電商平臺(tái)應(yīng)根據(jù)目標(biāo)用戶的特征，制定個(gè)性化的營(yíng)銷策略，以降低沖動(dòng)購(gòu)物的負(fù)面影響。Intermsofbehavioralresponse,researchhasfoundthatconsumerimpulsiveshoppingbehaviorisconstrainedbyfactorssuchaspersonaltraits,shoppinghabits,andsocialenvironment.Therefore,e-commerceplatformsshoulddeveloppersonalizedmarketingstrategiesbasedonthecharacteristicsoftargetuserstoreducethenegativeimpactofimpulseshopping.本研究不僅揭示了線上消費(fèi)者沖動(dòng)購(gòu)物的影響因素及其作用機(jī)制，還為電商平臺(tái)提供了有益的啟示。未來，電商平臺(tái)應(yīng)關(guān)注消費(fèi)者需求，持續(xù)優(yōu)化購(gòu)物體驗(yàn)，激發(fā)消費(fèi)者的購(gòu)物欲望，并引導(dǎo)消費(fèi)者進(jìn)行理性消費(fèi)。消費(fèi)者也應(yīng)提高自我認(rèn)知，培養(yǎng)理性消費(fèi)觀念，以更好地應(yīng)對(duì)線上購(gòu)物過程中的各種誘惑。Thisstudynotonlyrevealstheinfluencingfactorsandmechanismsofimpulsiveshoppingamongonlineconsumers,butalsoprovidesusefulinsightsfore-commerceplatforms.Inthefuture,e-commerceplatformsshouldpayattentiontoconsumerneeds,continuouslyoptimizetheshoppingexperience,stimulateconsumershoppingdesires,andguideconsumerstomakerationalconsumption.Consumersshouldalsoimprovetheirself-awarenessandcultivatearationalconsumptionconcepttobettercopewithvarioustemptationsintheonlineshoppingprocess.六、研究展望ResearchOutlook隨著電子商務(wù)的快速發(fā)展和消費(fèi)者購(gòu)物行為的日益多元化，線上消費(fèi)者沖動(dòng)購(gòu)物現(xiàn)象已成為學(xué)術(shù)界和企業(yè)界共同關(guān)注的焦點(diǎn)。本文基于SOR模型，對(duì)線上消費(fèi)者沖動(dòng)購(gòu)物的影響因素進(jìn)行了深入分析，取得了一定的研究成果。然而，這一領(lǐng)域的研究仍有許多值得深入探討的問題。Withtherapiddevelopmentofe-commerceandtheincreasingdiversificationofconsumershoppingbehavior,thephenomenonofonlineconsumerimpulseshoppinghasbecomeacommonfocusofattentionintheacademicandbusinesscommunities.Thisarticleconductsanin-depthanalysisoftheinfluencingfactorsofonlineconsumerimpulseshoppingbasedontheSORmodel,andhasachievedcertainresearchresults.However,therearestillmanyissuesworthexploringinthisfieldofresearch.未來的研究可以從以下幾個(gè)方面展開：在SOR模型的框架下，進(jìn)一步拓展和細(xì)化影響沖動(dòng)購(gòu)物的刺激因素。例如，可以探討不同類型的網(wǎng)站設(shè)計(jì)、購(gòu)物界面布局、商品展示方式等因素對(duì)消費(fèi)者沖動(dòng)購(gòu)物的影響。還可以考慮將更多的個(gè)體特征變量納入模型，如消費(fèi)者的年齡、性別、職業(yè)、文化背景等，以更全面地揭示沖動(dòng)購(gòu)物的內(nèi)在機(jī)制。Futureresearchcanbeconductedfromthefollowingaspects:withintheframeworkoftheSORmodel,furtherexpandinga