基于网站特性的在线购物体验研究  

An Empirical Study on Online Shopping Experience Based on the Retail Website Characteristics

作　　者：李光明[1] 蔡旺春[2] 

机构地区：[1]河海大学商学院江苏省"世界水谷"与水生态文明协同创新中心,江苏南京211100 [2]中国药科大学商学院,江苏南京211198

出　　处：《中国流通经济》2015年第11期96-104,共9页China Business and Market

基　　金：国家自然科学基金青年项目"社会化商务中虚拟社区成员参与行为驱动机制研究:科技接受模型的视角"(项目编号:71202136);中央高校基本科研业务费项目"购物网站的属性特征对消费者满意度和忠诚度的作用机理研究"(项目编号:2013B04514);中央高校基本科研业务费项目"网络购物消费者临场体验的形成与作用机理研究"(项目编号:2015B06314)的部分研究成果

摘　　要：交互性、生动性是网站区别于传统媒介最显著的特征,也是网络零售环境区别于传统零售环境的特有因素。文章运用S-O-R理论,基于网站交互性、生动性特征构建在线购物体验形成及其对重购意愿的作用机理模型,并通过问卷调查测量相关变量,运用结构方程模型进行实证检验。研究发现,购物网站的交互性和生动性均有助于提升消费者社会临场感体验;交互性显著影响消费者情绪体验,而生动性对情绪体验影响不显著;社会临场感体验可显著预测消费者情绪体验;积极的情绪体验可进一步正向影响消费者重购意愿。Interactivity and vividness are the most important features of website that are different from that of traditional medias;they are also the special factors being different from that of traditional retailing environment. Based on S-O-R theory,the authors construct an model which involves the relationship among the characteristics of the website,online shopping experience and repurchase intention. The authors obtain data through questionnaire survey and test the model and hypotheses by using structural equation model. The results find that both interactivity and vividness of retail website have positive effects on social presence;interactivity significantly affect the emotional experience of consumers,but the effect of vividness on emotional experience of consumer is not significant;and social presence can significantly predict emotional experience. In addition,emotional experience has positive effect on repurchase intention. The results not only enrich the theory of online shopping experience,but also provide a theoretical reference for the management practice of the e-business enterprise.

关 键 词：交互性 生动性 社会临场感 情绪 重购意愿 

分 类 号：F724.6[经济管理—产业经济]