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Keywords: 创新扩散理论
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (2): 167–191.
Published: 10 March 2025
... sin restricciones en mundos virtuales. 元宇宙中的无节制购买行为：技术压力与自我控制的调节作用探究 研究目的 元宇宙正在重塑时尚产业, 并为创新扩散提供了新的见解。本研究探讨感知创新特征如何影响无节制购买行为, 并将“心流”作为中介变量。此外, 研究融合了创新扩散理论与心流理论, 进一步分析技术压力与自我控制如何调节创新特征对心流的影响。 研究方法 本研究采用横断面定量研究方法, 并运用多阶段抽样策略以考察无节制购买行为。通过问卷调查收集了来自457名亚洲消费者的数据, 并利用SPSS 22.0、AMOS V.24和MACRO...
