网络购物氛围对网购行为影响因素文献综述

摘 要

随着移动电子商务的飞速发展，网络购物在消费者的购物行为中占据着越来越重要的地 位。相对于传统的购物，网上购物是一种全新的购物方式。通过对以往研究文献的回顾，发现网络购物氛围更是影响了人们的购物行为。本文从文献中概括出传统购物氛围的定义，并将其分为三类，进一步将这三类传统购物氛围引申到网络购物氛围。探讨不同的网络购物氛围下消费者所产生的不同的消费情感，并将消费情感对网络购物行为的影响进行交叉对比，得出网络购物氛围对网络购物行为的影响关系。

关键词：网络购物氛围；网购行为；消费者情感

The research on online shopping atmosphere affecting online shopping behavior

ABSTRACT

With the rapid development of mobile electronic commerce, online shopping occupies a more and more important position in consumersrsquo; shopping behavior. Compared with traditional shopping, online shopping is a new way of shopping. With a review of the previous research literature, this study found that the online shopping atmosphere has an impact on peoplersquo;s online shopping behavior. This paper summarizes the definition of the traditional shopping atmosphere from the literature and divides it into three categories, further extending the three types of traditional shopping atmosphere to online shopping atmosphere. This paper explores the different consumer sentiments generated by consumers in different online shopping environments and cross-contrast the influence of consumer sentiment on online shopping behavior, and draws the conclusion that the online shopping environment has an impact on online shopping behavior.

Key words: online shopping atmosphere; online shopping behavior; consumersrsquo; emotion

1传统购物氛围研究