网络购物中顾客互动体验对冲动购买行为的影响  

Impact of Customer Interactive Experience on Impulsive Buying Behavior in Online Shopping

作　　者：余美玲 YU Mei-ling(School of Management,Guizhou University,Guiyang 550025,China)

机构地区：[1]贵州大学管理学院,贵州贵阳550025

出　　处：《物流工程与管理》2020年第5期149-153,共5页Logistics Engineering and Management

摘　　要：基于网络购物情境下,分析顾客互动体验对冲动购买行为的影响。在设计顾客互动体验、感知价值和感知风险等变量的测量量表的基础上,建立理论模型;并通过问卷调研收集数据后,对各量表进行信效度检验,基于结构方程的方法对理论模型进行实证检验。结果表明,在网络购物中顾客互动体验对冲动购买行为既有直接作用也有间接作用,其中顾客感知价值、感知风险充当了间接作用中的不完全中介变量。Based on the situation of online shopping,this paper analyzes the influence of customer interaction experience on impulse purchase behavior.On the basis of designing the measurement scale of customer interaction experience,perceived value and perceived risk,a theoretical model is established,and the data are collected through a questionnaire survey,and then the reliability and validity of each scale is tested.the theoretical model is tested empirically based on the method of structural equation.The results show that customer interaction experience has both direct and indirect effects on impulse purchase behavior in online shopping,in which customer perceived value and perceived risk act as incomplete mediators in indirect effects.

关 键 词：网络购物 互动体验 感知价值 感知风险 冲动购买 

分 类 号：F251[经济管理—国民经济]