文献类型：期刊文献

中文题名：提醒式信息对消费者网购意愿的影响--扩展引力模型的面板数据实证检验

英文题名：The Influence of Reminding Message on Intention of Buying Online:The Moderating Effects of Gender and Regulatory Focus

作者：熊素红[1];景奉杰[2];邱晗光[1]

机构：[1]重庆工商大学,电子商务及供应链系统重庆市重点实验室,重庆工商大学商务策划学院,重庆400067;[2]华东理工大学商学院,上海200237

年份：2014

卷号：31

期号：5

起止页码：103

中文期刊名：经济经纬

外文期刊名：Economic Survey

收录：国家哲学社会科学学术期刊数据库;北大核心:【北大核心2011】；CSSCI:【CSSCI2014_2016】；

基金：国家自然科学基金资助项目(71002108);教育部人文社会科学研究项目(10YJC630301);重庆市基础与前沿研究(一般)项目(cstc2013jcyja1001);重庆工商大学科研启动经费项目(1055014)

语种：中文

中文关键词：网购意愿;提醒式信息;性别;调节点

外文关键词：Intention of Buying Online; Reminding Message; Gender; Regulatory Focus

摘要：笔者提出,与普通信息相比,提醒式信息会显著提高消费者的网购意愿,但同时受到性别与调节点的调节作用。两个实验研究表明:(1)针对中国消费者,与普通信息相比,提醒式信息能显著增强消费者的网购意愿;(2)提醒式信息对消费者网购意愿的影响受到性别的调节,女性消费者受到提醒式信息的影响更显著;(3)提醒式信息对消费者网购意愿的影响受到消费者调节点的调节,防御调节点个体受到提醒式信息的影响更显著。
When the price gap is not significant between buying online and buying oflline, where do consumers choose to buy, online or offline？ This article aims to explore how reminding message affects consumers＇ intention of buying online. It proposes that comparing to ordinary message, reminding message increases the consumer＇ s intention of buying online, but this effect is moderated by gender and regulatory focus. Two experiments demonstrate that （ 1 ） reminding message increases the consumers＇ online-buying intention; （2） gender moderates the relationship between reminding message and intention of buying online, i. e. , reminding message influences fe- male greater; （ 3 ） regulatory focus moderates the relationship between reminding message and intention of buying online, i. e. , remin- ding message influences prevention focused consumers greater. This research enriches literatures relating to frame effect, information persuasiveness and online shopping, as well as provided advice on designing shopping sites.