购物网站氛围线索与感知互动性的关系  

The Relationship between Atmospheric Cues and Perceived Interactivity on the Online Shopping Websites

作　　者：张初兵[1,2] 李东进[2] 吴波[1] 李义娜[2] 

机构地区：[1]天津财经大学商学院,天津300222 [2]南开大学商学院,天津300071

出　　处：《管理评论》2017年第8期91-100,共10页Management Review

基　　金：中国博士后科学基金项目(2014M551017;2014M561178;2015T80216);国家自然科学基金项目(71372099;71502120);教育部人文社会科学研究基金项目(16YJC630166)

摘　　要：现有文献对网站感知互动性前置因素的探讨还相对较少。基于S-O-R模型和氛围线索理论,理论构建熟悉度调节氛围线索影响感知互动性的理论模型。以购物网站为研究对象,采用问卷调查法收集数据,执行多元和层次线性回归分析,发现信息内容、导航系统和外观设计均会积极影响感知互动性,但信息内容对其的作用力最强,外观设计次之,而导航系统最低。此外,熟悉度会分别负向调节信息内容和导航系统与感知互动性的关系,而且它对后者关系的调节作用更强,但它不会影响外观设计与感知互动性的关系。该研究结论有助于揭示网站氛围线索如何影响感知互动性,并对网商营造网站氛围以提高互动性体验有重要启示。Researches regarding the preprocess factors of the websites＇ perceived interactivity is relatively few. Based on S-O-R model and atmospheric cues theory,this paper constructs the theoretical model in which the familiarity moderates the relationship between atmospheric cues and perceived interactivity. By assessing online shopping websites,collecting data through a questionnaire survey and conducting multiple and hierarchical linear regression analysis,we find that information content,navigation system and exterior design have all positive effects on perceived interactivity,but the information content＇s effect is the highest,the exterior design＇s effect is high,and the navigation system effect is the lowest. In addition,the familiarity moderates the relationship between information content/navigation system and perceived interactivity,and the latter＇s moderating effect is much stronger. However,it doesn＇t affect the relationship between exterior design and perceived interactivity. This conclusion helps reveal how atmospheric cues affect perceived interactivity,and has a significant implication for creating websites＇ atmosphere to improve the interactive experience.

关 键 词：网络购物 S-O-R模型 氛围线索 感知互动性 熟悉度 

分 类 号：F724.6[经济管理—产业经济]