School of Business, Macau University of Science and Technology, Macau 999078, China.
Comput Intell Neurosci. 2022 Jul 1;2022:6794729. doi: 10.1155/2022/6794729. eCollection 2022.
The rapid development of online shopping has contributed to marketing strategy. Social presence plays an important role in the field of marketing. Therefore, this paper studies the influence of social presence on online impulse buying. The key marketing strategy is that consumers make impulsive buying behavior in online shopping. This paper proposes a research scheme for an impulsive buying sharing model based on user features and an article studied before which has some factors presented. The model is evaluated on a data analysis based on SPSS24.0 and AMOS23.0. The results show that the main factors such as interactivity, vividness, and media richness, all have positive effects on social presence. Therefore, in the variable relationship, social presence has a direct impact on impulsive buying behavior. This result has a theory contribution on the marketing theory model which also has an important practice significance in marketing strategy for enterprises.
在线购物的迅速发展推动了营销策略的发展。社交存在在营销领域中起着重要作用。因此，本文研究了社交存在对在线冲动购买的影响。关键的营销策略是消费者在网上购物时产生冲动购买行为。本文提出了一个基于用户特征的冲动购买共享模型的研究方案，以及之前一篇文章中提出的一些因素。该模型基于 SPSS24.0 和 AMOS23.0 的数据分析进行评估。结果表明，互动性、生动性和媒体丰富度等主要因素对社交存在都有积极影响。因此，在变量关系中，社交存在对冲动购买行为有直接影响。这一结果对营销理论模型具有理论贡献，对企业营销策略也具有重要的实践意义。
