在线消费者购买意愿与网店环境氛围关系实证研究  

Empirical Study of the Corelation between the Online Consumers' Purchasing Intention and Shop Atmosphere

作　　者：付媛[1] 

机构地区：[1]西北大学经济管理学院,陕西西安710127

出　　处：《未来与发展》2012年第11期34-38,43,共6页Future and Development

基　　金：国家社会科学基金青年项目(09XJ010);西北大学科学研究基金人文社会科学研究项目(10NW08);西北大学研究生创新项目(10YSJ06)

摘　　要：关于网络营销影响因素的已有研究表明,商品价格、产品质量、服务质量等因素影响消费者购买意愿,然而网店环境氛围因素对消费者购买意愿是否产生影响却鲜有研究。本文通过实验方法研究网店背景音乐及背景色彩对在线消费者情绪的影响,进而对购买意愿的影响。研究结果表明:快节奏的音乐相对于慢节奏的音乐会给在线消费者带来更高的愉悦度和被唤醒度;暖色调的色彩相对于冷色调的色彩会给在线消费者带来更高的愉悦度和被唤醒度;更高的愉悦度和被唤醒度将提升消费者购买意愿。The Studies of network marketing have shown that commodity price, product quality and service quality etc. would influence consumer purchasing intention. However, there are few studies on whether the atmosphere factors have an impact on consumer purchasing intention at online shopping. This study focuses on the impact of online consumer＇s mood by background music and background color, and how to influence his or her purchasing intention. The results show that： Fast-paced music to online consumers as opposed to the slow -paced concert to bring a higher level of pleasure and arousal. The warm colors compared to the cool colors give online consumers higher level of pleasure and arousal. Higher level of pleasure and arousal will enhance consumers＇ purchasing intention

关 键 词：氛围因素 购买意愿 S—O—R 

分 类 号：F713.36[经济管理—产业经济]