网络预售模式驱动大学生冲动性消费行为的内在机理研究

Study on the Internal Mechanism of Online Pre-Sale Mode Driving College Students’ Impulsive Consumption Behavior

摘要: 网络预售模式在新消费模式盛行的当今时代得到大力发展，大学生消费群体作为参与网络预售模式的重要组成部分，冲动性消费将在一定程度上影响大学生的基本经济状况及消费观念的形成，冲动性消费也可能借助新媒体的快速发展以及大学生在新媒体中担任的重要角色而形成一种非健康的消费趋势。本文依托调查问卷法、定量分析法、相关性分析法和结构方程模型分析了影响大学生发生冲动性消费行为的影响因素的作用路径，发现平台因素、情景因素、在线评论、折扣促销、品牌知名度、情绪、冲动性消费意愿对网络预售模式下大学生发生冲动性消费行为具有显著正向作用，情绪和冲动性消费意愿在其中发挥了中介作用。

Abstract: Online pre-sales have been vigorously developed in the current era where new consumption patterns prevail. As an important part of the consumers participating in online pre-sales, college students’ impulsive consumption behaviors will affect their basic economic status and the formation of consumption concepts to a certain extent. Additionally, impulsive consumption may also form an unhealthy consumption trend with the rapid development of new media and the important role that college students play in it. So based on survey methods, quantitative analysis, correlation analysis, and structural equation modeling, this paper analyzes the influencing factors that affect college students’ impulsive consumption behaviors. We found that platform factors, situational factors, online reviews, discount promotions, brand awareness, emotion and impulse consumption intentions have significant positive effects on impulsive consumption behaviors of college students in online pre-sales. Among them, emotions and impulsive consumption intentions play intermediary roles.