消费者在线冲动购买行为影响因子研究——基于DEMATEL-ISM模型

Research on the Influencing Factors of Consumer Online Impulse Buying Behavior—Based on DEMATEL-ISM Model

摘要: 在数字时代，消费者的在线冲动购买行为屡见不鲜，导致了资源的浪费。鉴于过度消费对消费者福祉以及社会和环境可持续发展的潜在威胁，本文基于可持续性、心理学和消费者行为方面的文献，运用DEMATEL-ISM模型分析了在线冲动购买行为的潜在决定因素及其相互关系，ISM模型中位于深层和中层因子直播意见领袖、个人智能化推荐、产品稀缺性、感知价值、消费者情绪和情境因素等因子，与DEMATEL分析的影响度、被影响度和中心度值大的因子相符，是推动消费者冲动购买行为的关键因子，对其他因子也会产生影响。最后，从电子商务平台、直播主播以及消费者个体三个维度，提出了旨在推动可持续消费模式的若干建议。

Abstract: In the digital age, online impulse buying behavior by consumers is not uncommon, leading to wastage of resources. Given the potential threat of overconsumption to consumer well-being and social and environmental sustainability, this article analyzes the potential determinants and interrelationships of online impulse buying behavior using the DEMATEL-ISM model, based on literature on sustainability, psychology, and consumer behavior. The ISM model includes factors such as live streaming opinion leaders, personal intelligent recommendations, product scarcity, perceived value, consumer emotions, and situational factors that are located at the deep and middle levels. These factors are consistent with the factors with high impact, influence, and centrality values analyzed by DEMATEL, and are the key factors driving consumer impulse buying behavior, which also have an impact on other factors. Finally, several suggestions aimed at promoting sustainable consumption patterns were proposed from three dimensions: e-commerce platforms, live streamers, and individual consumers.