中文摘要：

根据环境心理学理论,个体行为与其所处的环境是相互影响的。以环境心理学中的Mehrabian-Russel模型为基础,结合沉浸理论,研究了在线环境下虚拟氛围的各种要素对消费者冲动购买意向的影响。实证研究以购买决策涉入度作为控制变量,分析了电子商务系统中的虚拟氛围要素（导航易用性、信息性、社会性与娱乐性）与在线消费者沉浸状态要素（愉悦性感知、行为控制感知与专注）的影响关系,进而发现了虚拟氛围要素、消费者沉浸状态要素影响在线消费者冲动购买意向的机理。

英文摘要：

According to environmental psychology,there are interactions between individuals and the environment surrounding them.Based on the Mehrabian-Russel model of environmental psychology,integrated with flow theory,we study the impact of four specific virtual atmospheric cues on impulse buying intention online.Using involvement as a control variable,this empirical study analyzes the impact of virtual atmosphere factors（including ease of navigation,informativeness,socialness and entertainment） of E-commerce system on the online customers＇ flow state（including enjoyment,perceived control and focus）,and discovery the mechanism among virtual atmosphere factors,flow state and impulse online buying.