网店临场感对消费者网店使用态度影响效应研究  

Study on effects of online store telepresence on consumer attitude toward online store

作　　者：武瑞娟[1] 

机构地区：[1]天津理工大学管理学院,天津300384

出　　处：《天津工业大学学报》2014年第1期65-69,共5页Journal of Tiangong University

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

摘　　要：为了探讨网店临场感对消费者网店使用态度的影响效应,使用SPSS19.0软件和LISREL8.70软件,对209名学生的网店浏览体验进行分析.通过因子分析、简单线性回归分析和分层多元回归分析.结果发现:网店临场感对消费者网店使用态度有显著正向影响;在网店临场感与消费者态度关系中,认知愉快起完全中介作用;在网店临场感和认知愉快关系中,网店可用性起调节作用,网店易用性不起调节作用.In order to find the internal mechanism and boundary conditions between the relationship of online store telepresence and consumer attitude toward online store, 209 students are recruited to record their online store experience. Factor analysis and regression analysis of SPSS 19.0 and LISREL 8.70 are used to verify the hypotheses. The result shows that online store telepresence and consumer attitude toward online store are positively significantly related. The effects of online store teleprence on consumer attitude are fully mediated by cognitive pleasure. In the relationship between online store telepresence and cognitive pleasure , online store usefulness is an important moderator. The effects of online store telepresence on cognitive pleasure are not moderated by online store ease of use.

关 键 词：网店临场感 消费者 网店 态度 认知愉快 可用性 易用性 

分 类 号：F713.55[经济管理—市场营销]