基于氛围导引融入受教理念的销售场景因素分析  

Analysis of Factors Based on Atmosphere Guidance and the Taught Concept in Sales Scenarios

作　　者：程勖[1] 高雍政 CHENG Xu;GAO Yongzheng(School of Management,Dalian University of Technology,Dalian 116034,China)

机构地区：[1]大连工业大学管理学院,辽宁大连116034

出　　处：《物流科技》2021年第5期10-13,共4页Logistics Sci-Tech

基　　金：国家自然科学基金资助项目“中国情景下小微企业朴素式创新实现机理、扩散路径及相关政策研究”(71802035);大连市社科基金项目“基于数据化赋能的无人酒店消费意愿调查研究”(64194411)。

摘　　要：针对受教理念不同而产生不同的感知行为,文章基于氛围导引,抽象出思维方式、环境价值观、消费意愿和以顾客消费行为作为基础的氛围导引共同构建一个有调节中介驱动的流媒体销售场景。通过实证研究方法来分析氛围导引对消费意愿的影响,以及消费者的思维方式与环境价值观的作用机制。研究表明:氛围导引可以激发消费者的消费意愿,氛围导引对消费者思维方式具有促进作用,消费者的学科不同对消费意愿有影响且思维方式在氛围导引和消费意愿中具有中介作用,环境价值观可以调节消费者的思维方式与消费意愿之间互动作用。Different perceptual behaviors are produced due to different educational ideas, based on the"S-O-R"model, this paper abstracts the mode of thinking, environmental values,consumption intention and the atmosphere guidance based on customer consumption behavior to construct a streaming media sales scene driven by moderating intermediary. Through the empirical research method, this paper analyzes the influence of atmosphere guidance on consumption intention, and the mechanism of consumers’ thinking mode and environmental values. The results show that: the atmosphere guidance can stimulate consumers’ consumption intention. Atmosphere guidance can promote consumers’ way of thinking. Different disciplines of consumers have an impact on consumers’ consumption intention, and the way of thinking plays an intermediary role in atmosphere guidance and consumption intention. Environmental values can regulate the interaction between consumers’ way of thinking and consumption intention.

关 键 词：氛围导引 思维方式 环境价值观 消费意愿 

分 类 号：F713[经济管理—产业经济]