美国论文代写：购物行为

美国论文代写：购物行为

目的：虽然大量的研究调查了各种存储环境因素对购物行为的影响，现有的工作不提供一个解释，在商店环境觉醒水平有效性差或管理相关的指引，为一个特定的商店。本文的目的是提供和提供经验支持的理论框架，概述了背景颜色对消费者情绪反应和随后的购物意向的影响。这项研究试图研究激发知觉和暴露于各种颜色所产生的实际生理兴奋。

理论框架：S-O-R模型

刺激机体反应（S-O-R）模型已被广泛应用的非人道行为研究。这是第一次由环境心理学家梅拉比安和罗素在他们的研究中提出的1974。他们的理论模型系统地展示了一个完整的购买过程，从刺激开始，以产品和服务的评价结束。揭示了行为倾向是个体受各种刺激影响的认知状态的结果。根据他们的理论，刺激指的是可能引起生理或心理反应的因素。许多研究试图同时研究几个刺激变量并预测其后续效应。然而，复杂纷繁的刺激可能有相互作用singlespecified环境状况。因此，它可能会模糊每个变量的影响，并很难确定其相应的行为结果。刺激的复杂性导致实验的有效性降低。因此，本研究主要研究网上购物环境中的一种可变页面背景色。

其他的研究也证实了利用这一理论框架的S-O-R范式的有效性和可行性（slama和tashcian，1987；巴克利，1991；Partington，2000；熙很快和Lim，2013）。因此，本研究试图建立一个基于Mehrabian Russell模型的框架，如图1所示。在本研究中，刺激指的是背景色的色相和饱和度；有机体指的是上述所述的愉悦和兴奋；反应被视为顾客的购买意图。

美国论文代写：购物行为

objectives: Although considerable research has investigated the impact of various store environment elements on shopping behavior, the existing works does not provide an explanation for the differential effectiveness of arousal levels in store environments or managerially relevant guidelines for a specific store. The objective of this article is to present and provide empirical support for a theoretical framework that outlines the impact of background colour on consumer emotional response and subsequent shopping intention. This study attempts to examine both arousal perceptions and the actual physiological arousal generated by exposure to various color.

Theoretical framework: the S-O-R Model

The Stimulus-Organism-Response (S-O-R) model has been widely used inhuman behavior researches. It was first proposed by environmental psychologists Mehrabian and Russell in their 1974’s study. Their theoretical model systematically demonstrates a complete purchase process which begins with stimuli and ends with evaluation of products and services. It reveals that behavioral tendency is the result of individual’s cognitive states that affected by various stimuli. According to their theory, stimuli refers to the factors that may cause a physiological or psychological response. Many studies have tried to investigate several stimuli variables at the same time and anticipate their subsequent effect. However, the complex and numerous stimuli may have reciprocal effect in singlespecified environmental situation. Consequently, it might obscure the effects of each variable and become difficult to identify its corresponding behavioral outcomes. The complexity of stimuli results in the decreased validity of the experiment. Thus, this study mainly investigates one variable—wed page background colour—in online buying environment.

Other researches using this theoretical framework also confirmed the effectiveness and validity of the S-O-R paradigm (Slama and Tashcian, 1987; Buckley, 1991; Partington, 2000; Hee-soon and Lim, 2013). Thus, this study attempt to establish a framework on the basis ofthe Mehrabian-Russell model, as Figure 1 shows. In this investigation, stimuli refers to both hue and saturation of wed-page background colour; Organism refers to pleasure and arousal as discussed above; Response are observed as customers’ purchase intention.