网店友好性对消费者愉快和唤起情感的效应研究  

A Study of the Effects of Oonline Store Friendliness on Consumer Pleasure and Arousal of Emotion

作　　者：武瑞娟[1] 王承璐 

机构地区：[1]天津理工大学管理学院,天津300384 [2]纽黑文大学商学院,美国康乃狄克州06516

出　　处：《当代财经》2013年第11期66-76,共11页Contemporary Finance and Economics

基　　金：国家自然科学基金青年基金项目(71302004);国家自然科学基金项目(71072101);教育部人文社会科学研究青年基金项目(12YJC630239)

摘　　要：网店是否像实体店一样具有友好的特性呢?如果有,哪些线索表现网店这种友好的特性?整合文献结果发现,友好的语言、互动性和社会角色三种线索可以表现网店的友好性。网店友好性还会进一步影响消费者愉快和唤起情感。通过对31 3名被试者进行单因素组间实验,结果发现网店友好性正向影响消费者愉快和唤起;在网店友好性与愉快和唤起关系中,环境反应性起调节作用,享乐价值调节网店友好性对唤起的影响效应,不调节对愉快的影响效应。Does the online store have a friendly character like the entity shop？ If it does, which cues can express the friendliness of an online store？ Through integrating literatures, it is found that the three cues, i.e. friendly language, interactivity and social role, can all express the friendliness of online stores. The friendliness of online stores can further affect consumer pleasure and arousal of emotion. This study conducts a single-factor inter-group experiment on 313 subjects. The result shows that the friendliness of on-line stores can positively affect consumer pleasure and arousal of emotion. In the relationship between online store friendliness and consumer pleasure and arousal of emotion, at- mosphere response plays a moderating role. In addition, hedonic value moderates the effects of online store fi＇iendliness on emotion arousal, not moderating the effects of online store friendliness on plea- sure.

关 键 词：社会反应理论 网店友好性 愉快和唤起 

分 类 号：F274[经济管理—企业管理]