Continuous Mediating Role of Social Contagion and Impulse Purchase Intention in Apparel Online Consumption
To study the continuous mediating role of social contagion and impulse purchase intention in apparel online consumption,four independent variables of cultural communication,product diffusion,consumer psychological tendency,and festival atmosphere perception are proposed,and a theoretical model is constructed with social contagion and impulse purchase intention as mediating variables and impulse purchase behavior as dependent variables.Factor analysis,regression analysis and bias correction are used to conduct the empirical analysis.The results show that product diffusion,consumer psychological tendency,and holiday atmosphere perception positively influence impulse purchase behavior.Social contagion and impulse purchase intention play a mediating role between product diffusion,consumer psychological tendency,holiday atmosphere perception and impulse purchase behavior.
万方数据
维普
