system: [SYSTEM]

user: 3. 影响冲动购买的因素 在这84篇文献中，我们为了对影响冲动购买的变量进行更深的研究，通过采用Abdelsalam等人研究出的因果链接框架：前因变量–中介变量–调节变量–结果变量(Antecedents-Mediators-Moderators-Outcomes) [ 18 ]，筛选出符合该模型的61篇文献，并将这些文献影响冲动购买的因素放入相应的框架。该框架如图2所示，并将这些因素进行解释说明。在不同的文献，同一因素可能会在不同的位置，比如，Qiu等人将impulse buying tendency作为中介变量 [ 19 ]，而Liu与Zhang的文献中把impulse buying tendency作为结果 [ 10 ]。 Table 1 The amounts of publications related to the impulsive buying behavior in each journal from 2016 to 202 期刊名称 发表数量 International Journal of Information management 5 Journal of Retailer and Consumer Services 5 Journal of Asian Finance Economics and business 4 Journal of Consumer Behavior 3 International Journal of Retail & Distribution Management 3 Computers Inhuman Behavior 3 Journal of Indian business research 3 Asia Pacific Journal of Marketing and Logistic 2 Heliyon 2 Journal of Electronic Commerce In Organizations 2 Marketing Letters 2 Journal of international consumer marketing 2 Casopis Za Ekonomiju I’Trzisne Komunikacije 2 Industrial Management Data Systems 2 Journal of International Consumer Marketing 2 Journal of Internet Commerce 2 Marketing Intelligence Planning 2 表1. 2016年至2021年5月各期刊发表冲动购买相关文献数量(两篇及以上) 图2. 前因变量–中介变量–调节变量–结果变量 3.1. 前因因素 前因因素指的是在行为之前的一种刺激或者是提示，形成了这个因果链接的框架的输入 [ 18 ]。Abdelsalam等人认为，在电子商务的背景下，影响消费者冲动购买的前因可以分成四类，分别为社会相关因素、网站相关因素、消费者特征和营销相关因素 [ 18 ]。此这篇文章在这个分类基础、上将前因进行分类。在这四类因素中，消费者个人因素被使用的次数最多。其中，在之前的文献中已经研究了103个消费者特征相关因素，如表4所示。Hedonic and Utilitarian Motivation是被发现影响冲动购买的最重要的消费者个人相关因素。 3.1.1. 社会相关因素 在之前的研究中，有19篇文章的前因涉及到社会相关因素，如下述表2所示。在社会相关因素中Observational Learning的使用频次最高，现有文献将基于行为的社会互动定义为观察性学习(OL) [ 75 ]。Zafar和Xu等学者认为消费者通过观察其他的消费者的行为传达出来的信号能够影响自身的冲动购买 [ 21 ] [ 22 ]，他们认为人们往往对高销量和收藏度高的产品有更强的好感，因此社交媒体上的相关信息线索会影响消费者的冲动购买。 Table 2 Social related antecedents that influence impulse buyin 前因因素 参考文献 使用频数 社会相关因素 Closeness [ 20 ] 1 Familiarity [ 20 ] 1 Social Environment [ 10 ] 1 Observational Learning [ 21 ] [ 22 ] [ 23 ] 3 Source Credibility [ 22 ] 1 Review Quality [ 22 ] 1 Opinion Leaders [ 24 ] 1 Similarity [ 25 ] [ 26 ] 2 Festival Season [ 27 ] 1 Limited Supply of Essential Goods [ 28 ] 1 Consumption Situation [ 29 ] 1 Option Framing [ 30 ] 1 Vendor Enthusiasm [ 31 ] 1 Popularity [ 32 ] 1 Retail Store Environment [ 33 ] 1 Salespersons’ Retail Service Quality [ 34 ] 1 表2. 影响冲动购买的社会相关前因因素 3.1.2. 消费者相关因素 消费者相关因素在冲动购买的前因占了很大一部分。其中，感知有用性是被定义为顾客在使用后的感受，并且可以影响顾客的满意度 [ 36 ] [ 40 ] [ 41 ]。举例来说，Do等人将SOR模型和TAM结合起来，采取了感知有用性对冲动购买进行分析 [ 40 ]。享乐型和功利型动机以及信任也被认为是消费者相关因素 [ 20 ] [ 36 ] [ 37 ] [ 38 ]。除了这些以外，还有许多被认为带有消费者个人主观色彩的因素也包括在内，比如感知风险，感知利益，价格敏感度等等因素，如表3所示。 Table 3 Consumer related antecedents that influence impulse buyin 消费者相关因素 参考文献 使用频数 Trustworthiness [ 20 ] [ 35 ] 2 Hedonic and Utilitarian Motivation [ 20 ] [ 36 ] [ 37 ] [ 38 ] 4 Urgency [ 20 ] 1 Limiting Factor (Time/Money) [ 10 ] 1 Consumers’ Desires [ 39 ] 1 Comments’ Sentiment Polarity [ 21 ] 1 Perceived Usefulness [ 36 ] [ 40 ] [ 41 ] 3 Perceived Risk [ 29 ] 1 Task Skill [ 29 ] [ 35 ] 2 Task Challenge [ 29 ] [ 35 ] 2 Perceived Ease of Use [ 28 ] 1 Perceived Interactivity [ 28 ] 1 Limited-Time Scarcity [ 42 ] 1 Limited-Quantity Scarcity [ 30 ] 1 Perceived Transaction Value [ 19 ] 1 Perceived Acquisition Value [ 19 ] 1 Attitude [ 43 ] 1 Subjective Norms [ 31 ] 1 Self-Efficacy [ 31 ] 1 Compatibility [ 31 ] [ 44 ] 2 Personal Innovation In IT [ 31 ] 1 Perceived Behavioral Control [ 31 ] 1 Fear of Complete Lockdown [ 26 ] 1 Peers Buying [ 26 ] 1 Scarcity of Food & Essential Items [ 26 ] 1 Panic Buying [ 26 ] 1 Boredom Proneness [ 45 ] 1 Personalized Recommendation [ 46 ] 1 Emotional Brand Attachment [ 47 ] 1 Upward Social Comparison [ 48 ] 1 Price Sensitivity [ 49 ] 1 Perceived Benefit [ 36 ] 1 Convenience [ 36 ] 1 Excitement [ 50 ] 1 Stress [ 37 ] 1 Sociability/Social Bridging and Bonding [ 51 ] [ 52 ] 2 Expertise [ 26 ] 1 Information Fit-to-Task [ 26 ] 1 Choice Overload [ 53 ] 1 Personality (Big-five) [ 54 ] [ 55 ] 2 Impulsivity Traits [ 30 ] 1 Self-esteem [ 56 ] [ 57 ] 2 Shyness [ 52 ] 1 Customer Information [ 31 ] 1 Insight Ability [ 31 ] 1 Arousal [ 44 ] 1 Value Shopping [ 58 ] 1 Idea Shopping [ 58 ] 1 Body Image Dissatisfaction [ 57 ] 1 Consumer Self-control [ 59 ] 1 Emotions [ 60 ] 1 Transformation Expectations [ 61 ] 1 Task-relevant Cues [ 62 ] 1 Mood-relevant Cues [ 62 ] 1 Impulse Buying Tendency [ 33 ] [ 63 ] 2 Urge to Buy [ 33 ] 1 Media Multitasking [ 64 ] 1 Shopping Enjoyment Tendency [ 63 ] 1 Pre-shopping Preparation Tendency [ 63 ] 1 表3. 影响冲动购买的消费者相关前因因素 3.1.3. 网站相关因素 在网站相关因素上，visual appeal作为使用频次最高的网站相关因素。之前的学者认为网站的设计和网站的视觉上吸引可以作为影响消费者冲动购买的前因 [ 26 ] [ 37 ] [ 67 ]。表4显示了影响冲动购买其他的网站相关因素的前因。 Table 4 Website related antecedents that influence impulse buyin 网站相关因素 参考文献 使用频数 Website Characteristics/ Personality [ 10 ] [ 65 ] 2 System Usability [ 33 ] 1 Top Reviews Information [ 19 ] 1 Exterior Design [ 42 ] [ 66 ] 2 Visual Appeal [ 26 ] [ 37 ] [ 67 ] 3 Product Description [ 68 ] 1 Product Display [ 40 ] 1 Product Content [ 40 ] 1 Para-Social Interaction [ 69 ] 1 E-Store Content [ 70 ] 1 E-Store Navigation [ 42 ] 1 E-Store Design [ 35 ] [ 42 ] 2 Subject Involvement [ 51 ] 1 Vividness [ 51 ] [ 71 ] 2 Textual Information Quality [ 32 ] 1 Likeability [ 26 ] 1 Website Quality [ 37 ] 1 Interactivity [ 71 ] 1 表4. 影响冲动购买的网站相关前因因素 3.1.4. 营销相关因素 现有的文献对营销相关因素作为前因的研究大部分涉及到了促销 [ 10 ] [ 25 ] [ 34 ] [ 73 ]。营销相关因素相比较其他类别的因素的使用频次较少，研究人员对这一部分的关注度并不算高。其他因素如表5所示。 Table 5 Marketing related antecedents that influence impulse buyin 营销相关因素 参考文献 使用频数 Rewards Giving [ 72 ] 1 Badges Upgrading [ 43 ] 1 Sales Promotion [ 10 ] [ 25 ] [ 34 ] [ 73 ] 4 Advertisements [ 23 ] 1 Promotional Campaigns [ 44 ] 1 Celebrity Endorser [ 4 ] 1 Aesthetic Appeal [ 22 ] 1 Vicarious Expression [ 15 ] 1 Immediate Promotion [ 74 ] 1 Delayed Promotion [ 74 ] 1 表5. 影响冲动购买的营销相关前因因素 3.2. 中介变量 中介变量是指在因果关系中的位于前因与结果之间的变量 [ 77 ]，如表6。在本文统计结果中，应用次数最高的“positive affect”与“Impulsive buying tendency”总共有6次。接着是“Perceived Enjoyment”为5次。其中，有一篇探讨论新冠疫情的情境，Ahmed将social media fake news (社交媒体报道的虚假新闻)作为中介变量，探讨了人们对封闭生活的恐惧下，生活必需品和食物的缺少等因素会增加社交媒体上虚假新闻的传播，进而影响人们在疫情期间的冲动购买的影响因素 [ 26 ]。其他的因素见表6。 Table 6 Mediators that influence impulse buyin 中介变量 参考文献 使用频数 Social Interaction [ 43 ] 1 Social Media Fake News [ 26 ] 1 Impulsive Buying Tendency [ 26 ] [ 44 ] [ 53 ] [ 54 ] [ 56 ] [ 77 ] 6 表6. 影响冲动购买的中介因素 3.3. 调节因素 调节因素是指某个可以加强或削弱自变量和因变量之间的关系的因素。根据表7所示，在分析的文献中，使用频数最高的是“gender”性别因素，一共出现了4次。在做决策的情景下，性别是最重要的调节因素 [ 43 ]。举例来说，Zhang等人将性别作为调节，他们发现当女性在线上购买产品时，她们往往对经济利益的敏感度比男人更高。而男性比较容易将购买当作一项任务，他们将浏览购物网站视为完成这项任务的必要过程 [ 43 ]。 Table 7 Moderators that influence impulse buyin 调节变量 参考文献 使用频数 Gender [ 34 ] [ 36 ] [ 43 ] [ 57 ] 4 Age [ 34 ] [ 52 ] 2 Rumination [ 35 ] 1 Self-Control [ 22 ] 1 Product Category/Type [ 30 ] [ 42 ] 2 Personal Impulsiveness [ 30 ] 1 Risk [ 50 ] 1 COVID-19 [ 26 ] 1 Impulse Buying Tendency [ 21 ] [ 64 ] [ 74 ] 3 Celebrities’ Authenticity [ 21 ] 1 Consumers' Impulsiveness [ 32 ] 1 Cash Refund Promotion [ 30 ] 1 Deal Proneness [ 74 ] 1 Scarcity [ 58 ] 1 Serendipity Information [ 58 ] 1 Time Pressure [ 60 ] 1 Shopping Involvement [ 60 ] 1 Perceived Usefulness [ 36 ] 1 Money Availability [ 38 ] 1 Time Availability [ 38 ] 1 Task Definition [ 38 ] 1 表7. 影响冲动购买的调节因素 3.4. 结果变量 在结果变量中，本文将现有冲动购买文献进行统计分析，如表8所示。根据本文的结果，Impulse buying/Impulse purchase为现有文献讨论最多的，有43篇。接着，有7篇为Urge to buy impulsively。我们可以看出目前文献在结果变量的研究上，还是比较单一。 Table 8 Outcomes about impulse buyin 结果变量 参考文献 使用频数 Impulse Buying/Impulse Purchase [ 4 ] [ 10 ] [ 13 ] [ 20 ] [ 21 ] [ 23 ] [ 24 ] [ 25 ] [ 27 ] [ 28 ] [ 29 ] [ 32 ] [ 33 ] [ 34 ] [ 35 ] [ 36 ] [ 37 ] [ 39 ] [ 40 ] [ 41 ] [ 42 ] [ 43 ] [ 45 ] [ 48 ] [ 49 ] [ 50 ] [ 51 ] [ 55 ] [ 56 ] [ 57 ] [ 58 ] [ 59 ] [ 60 ] [ 61 ] [ 63 ] [ 64 ] [ 65 ] [ 66 ] [ 67 ] [ 68 ] [ 70 ] [ 74 ] [ 80 ] 43 Impulsive Buying Tendency [ 31 ] [ 36 ] [ 46 ] [ 49 ] [ 52 ] 5 Urge to Buy Impulsively [ 19 ] [ 22 ] [ 26 ] [ 36 ] [ 44 ] [ 69 ] [ 71 ] 7 Post-Purchase Cognitive Behavior [ 47 ] 1 Purchase Completion Intention [ 50 ] 1 E-store Patronage Intentions [ 53 ] 1 Variety Seeking Tendency [ 54 ] 1 Continuous Impulse Buying Intention [ 30 ] 1 Impulse Buying Intention [ 38 ] [ 62 ] 2 表8. 影响冲动购买的结果因素