社会临场感对网络团购消费者再购意向影响研究  

A Study of the Effect of Social Presence on Consumers' Repurchase Intention in Online Group- buying

作　　者：周菲[1] 李小鹿[1] 

机构地区：[1]辽宁大学商学院,辽宁沈阳110036

出　　处：《辽宁大学学报（哲学社会科学版）》2015年第4期113-121,共9页Journal of Liaoning University(Philosophy and Social Sciences Edition)

基　　金：辽宁省社科联2012年度辽宁经济社会发展课题"新兴电子商务平台上中小企业成长模式及影响因素研究"(2012lslktglx-07)

摘　　要：对团购网站而言,提高网络团购消费者的网站忠诚度能够使团购网站在激烈的竞争中获得更好的发展。社会性因素影响着网络团购消费者的再购意向,文章以阶层反应理论的门德尔松模式为理论基础,研究社会性因素对网络团购再购意向的影响。实证研究结果证明,社会临场感通过两条路径影响网络团购消费者的再购意向:一是社会临场感直接正向显著影响网络团购再购意向,二是社会临场感以情绪维度的愉悦度为中介变量间接正向显著影响网络团购再购意向,情绪维度的唤醒度对社会临场感与网络团购再购意向之间的关系无中介作用。团购网站可以通过设计网站的社会性要素,改善消费者的社会临场感来提升消费者的再购意向。At present, improving customers＇ e-loyalty is a vital way for group-buying websites getting a better development in fierce competition. The social factors impact consumers ＇ repurchase intention in online group-buying the paper. The research has studied the social factors affecting consumers ＇ repurchase intention based on Mendelsohn model of hierarchy response theory. The empirical results suggest that there are two ways that social presence impacting repurchase intention in online group-buying. The first is the social presence directly impacts the online group-buying repurchase intention, and the second is social presence indirectly impacts the online repurchase intention by the intermediary variable pleasure. Therefore groupbuying websites can design the social factors of website and improve consumers ＇ social presence to enhance the level of consumer＇s repurchase intention.

关 键 词：社会临场感 网络团购 再购意向 

分 类 号：F274[经济管理—企业管理]