网店专业性对消费者情感和行为影响效应研究——一项基于大学生群体的实证研究  

Study of the Effects of Online Store Specialization on Consumer Affect and Behavior——An Empirical Study Based on College Students' Sample

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,康乃狄克州06516

出　　处：《管理评论》2014年第1期109-119,共11页Management Review

基　　金：国家自然科学青年基金项目(71302004);教育部人文社会科学青年基金项目(12YJC630239)

摘　　要：研究借鉴环境心理学刺激-有机体-反应(S-O-R)模式,探讨网店专业性对消费者愉快和唤起情感以及接近行为的影响效应。以网店质量评价文献为基础,研究提出网店专业性要素包括:外观设计、信息和服务,并据此设计专业性高低不同的网店,通过单因素组间实验设计对300名被试进行调查。研究结果显示,刺激-有机体-反应模式在网店零售环境中有很好的适用性。网店专业性对消费者愉快和唤起有显著影响效应。在网店专业性与愉快关系中,享乐价值调节作用显著。在网店专业性与唤起关系中,卷入、环境反应性、实用价值和享乐价值调节作用显著。在网店专业性与接近行为关系中,愉快和唤起情感起完全中介作用。Based on the Stimulus-Organism-Response （S-O-R） framework, the present research examines how online store specialization influences consumer pleasure and arousal and approach behavior. According to literatures of online store quality evaluation, the study proposes the cues of online store specialization include appearance design, information and service. 300 participants attend the one-factor between group design. The results show that the S-O-R framework can be used in the online retailing environment. The online store spe- cialization affects pleasure and arousal statistically. The hedonic value moderates the effect of the professional on pleasure. In the relation- ship between the online store specialization and arousal, involvement, atmosphere response, functional value and hedonic value are im- portant moderators. Consumer pleasure and arousal fully mediate the effect of the specialization on approach behavior.

关 键 词：S-O-R模式 网店专业性 愉快和唤起 接近行为 

分 类 号：F724.6[经济管理—产业经济]