网店主页温暖性对消费者接近行为影响效应研究--一项基于服装网店的研究  

The effects of online store homepage warmth on consumers′approach behavior:A study based on online apparel stores

作　　者：武瑞娟[1] 胡艺潇 李东进[2] WU Ruijuan;HU Yixiao;LI Dongjin(School of Management,Tianjin University of Technology,Tianjin 300384,China;School of Management,Nankai University,Tianjin 300171,China)

机构地区：[1]天津理工大学管理学院,天津300384 [2]南开大学商学院,天津300171

出　　处：《管理工程学报》2022年第2期86-97,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71672124、71772092、71832005)。

摘　　要：研究创新性地提出网店主页温暖性,即网店主页通过其环境线索所表现出的温暖的、友好的、真诚的和亲切的特性。基于实体零售店视觉设计研究,网店产品呈现研究和人机交互领域的社会反应理论,研究认为网店主页温暖性主要由网店主页背景颜色、网店主页模特表情、网店使用语言和网店承担的社会角色决定。研究一为行为学实验,作者根据决定网店主页温暖性的四个线索,设计了两种不同网店主页(温暖性高vs.温暖性低),共测试了629名被试。结果显示,网店主页温暖性显著影响接近行为。在网店主页温暖性与接近行为关系中,温暖性感知中介作用显著;温暖性感知和视觉流畅性的连续中介作用显著;环境反应性在温暖性感知与视觉流畅性关系中调节作用显著。研究二在研究一基础上,对294个真实的淘宝网店主页进行温暖性评分,结果发现网店主页温暖性显著影响消费者对网店的接近行为。The revenue and number of online stores have increased in recent twenty years,which has caused fierce competition among online stores and made online store product presentation particularly important.The role of the online store homepage is similar to the role of the window display in a physical retail store.When people casually browse an online store,their eyes are usually caught by a well-designed homepage.Online store homepages can affect consumers′intent to stay and explore other items in the store.Based on research of the physical design of retail stores,online store product presentation,and social response theory in the area of humancomputer interaction,this paper innovatively proposes online store homepage warmth.Online store homepage warmth refers to the warm,friendly,and sincere characteristics that homepages display through environmental cues.The study proposes that four environmental cues-homepage background color,the model′s facial expression,the language used,and the social role of the online store-are key antecedents of online store homepage warmth.This paper examines the relationship between online store homepage warmth and consumer approach behavior and the mechanisms and boundary conditions behind the relationship.The research conducted comprised three pretests,one laboratory experiment,and one field experiment.Three pretests were conducted to demonstrate that four online store environmental cues significantly influence the perception of warmth.All three pretests used one factor between-subject design.The results of Pretest 1 show that warm colors lead to greater warmth perception.The results of Pretest 2 show that a smiling facial expression leads to greater warmth perception.The results of Pretest 3 show that friendly language and the friendly role played by the online store lead to greater warmth perception.Thus,the experimental material studied in the three pretests was considered valid for Study 1.Study 1 was a laboratory experiment.The 629 participants(416 female)were recruited from the

关 键 词：网店主页温暖性 接近行为 温暖性感知 视觉流畅性 环境反应性 

分 类 号：F273[经济管理—企业管理]