网店实用性与网店享乐性对消费者网店态度影响效应研究  

The study of the effects of online store utilitarian characteristic and online store hedonic characteristic on consumer's attitude toward online store

作　　者：武瑞娟[1] 王承璐 WU Rui-juan;WANG Cheng-lu(Tianjin University of Technology,Tianjin 300384;University of New Haven,West Haven,CT 06516)

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,美国康涅狄格州06516

出　　处：《管理工程学报》2019年第1期102-111,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71672124;71302004);国家留学基金资助项目

摘　　要：考虑到网店为消费者提供的功能性价值和享乐性价值,论文明确提出网店实用性和网店享乐性概念,并给出这两个概念的组成性定义和操作性定义。网店实用性包括有用性和易用性两个维度;网店享乐性包括网店美感和内在享受两个维度。为了检测网店实用性和网店享乐性对消费者网店态度的影响效应,论文对消费者真实网店的浏览体验进行分析,研究结果发现网店实用性和网店享乐性均显著影响消费者对网店的态度;在网店实用性和网店享乐性与消费者对网店态度关系中,愉快和唤起情感起部分中介作用;在网店实用性与愉快和唤起情感关系中,休闲购物者身份和情境调节作用均不显著;在网店享乐性与愉快和唤起情感关系中,休闲购物者身份和情境调节作用显著。The competition of online retail market is fierce.It's not enough for online retailers to provide only functional value if they would like to attract consumers,develop purchase intention,influence purchase behavior,and increase repeated purchase behavior.The hedonic value of online stores is also very important.The purpose of this paper is to discuss whether online store possesses functional characteristic and hedonic characteristic,and to examine how these characteristics impact consumer's attitude toward online store.Therefore,we clearly propose the concepts of online store utilitarian characteristic and online store hedonic characteristic,as well as testify the effect of these two online store characteristics on consumer's attitude toward online store.Online store’s utilitarian characteristic is defined as the characteristic that the online store provides shopping tools for consumers and consumers can use tools conveniently.It includes two constructs:usefulness and ease of use.We define online store’s hedonic characteristic as the characteristic that consumers can perceive beauty and experience playfulness from online stores.It includes two constructs:aesthetic and intrinsic enjoyment.We conduct in-depth interview,preliminary study,and formal research.The purpose of ten consumers'in-depth interview is to explore the reasonability of the research framework and revise scales used in formal research.We do the first preliminary study in order to select the online store type.According to utilitarian and hedonic scores of book,cell phone,laptop,apparel,household product,and shoes,we choose online apparel store as our testing online store.The purpose of the second preliminary study is to choose a specific online store of formal research.We use Uniqlo online store as our testing online store.In formal research,we distribute questionnaires to students on campus.A total of 236 effective questionnaires are collected and analyzed.The results show good reliability and validity of scales we used.Online store’s utilita

关 键 词：网店实用性 网店享乐性 愉快和唤起 消费者对网店的态度 

分 类 号：F270[经济管理—企业管理]