网店情境中消费者体验价值对满意影响效应研究  

The Study of the Effects of Consumer Experiential Value on Satisfaction in Online Store

作　　者：武瑞娟[1] 

机构地区：[1]天津理工大学管理学院,天津

出　　处：《现代市场营销》2016年第4期53-68,共16页Modern Marketing

基　　金：国家自然科学基金(71672124,71302004);国家留学基金。

摘　　要：研究探讨了在网店情境中,消费者体验价值对满意的影响效应。通过对296名学生网店体验分析,研究发现消费者四种体验价值:投资回报、良好的服务、美感和玩乐性对满意有显著正向影响。在消费者体验价值与满意关系中,愉快情感起部分中介作用。在美感体验价值和满意关系中,环境反应性起调节作用。在玩乐性体验价值和满意关系中,休闲购物者调节作用显著。研究还发现,在投资回报体验价值与满意关系中,环境反应性和休闲购物者均起重要调节作用。This research examines how consumer experiential value affects satisfaction. Based on the analysis of online store experience of 296 student samples, this paper finds four kinds of experiential value—customer return on investment (CROI), service excellence, aesthetics, and playfulness, which positively impact satisfaction. Pleasure partially mediates the effects of consumer experi-ential value on satisfaction. In the relationship between aesthetics and satisfaction, atmosphere responsiveness is an important moderator. Recreational shopper moderates the effects of play-fulness on satisfaction. In the relationship between CROI and satisfaction, atmosphere respon-siveness and recreational shopper are both important moderators.

关 键 词：体验价值 愉快 满意 环境反应性 休闲购物者 

分 类 号：F2[经济管理—国民经济]