管理科学
管理科學
관이과학
Management Sciences in China
2014年
4期
86~96
,共null页
网络服务场景 流体验 在线行为意向 调节定向
網絡服務場景 流體驗 在線行為意嚮 調節定嚮
망락복무장경 류체험 재선행위의향 조절정향
e-servicescape; flow experience ; online behavior intention; regulatory focus
随着电子商务的发展，网络服务场景日益受到学者和实务人士的重视。基于S-O-R范式、流体验理论和调节定向理论相关研究成果，从顾客在线购物体验的视角构建网络服务场景对顾客在线行为意向的作用模型。收集416名网购者的数据，利用结构方程模型验证假设。研究结果表明。网络服务场景显著正向影响顾客流体验，顾客流体验促进顾客的在线行为意向。并在网络服务场景与在线行为意向的关系中起中介作用；顾客调节定向在网络服务场景与流体验的关系中起调节作用，网络商店中的审美诉求因素和功能布局因素对促进定向顾客的流体验的影响作用更强，财务安全因素对预防定向顾客的流体验的影响作用更强。研究结果有利于学界和业界更好地理解网络服务场景因素刺激下顾客的行为动机，采用网络服务场景等易操纵因素制定顾客在线购物体验提升策略，并最终提高e-绩效。
隨著電子商務的髮展，網絡服務場景日益受到學者和實務人士的重視。基于S-O-R範式、流體驗理論和調節定嚮理論相關研究成果，從顧客在線購物體驗的視角構建網絡服務場景對顧客在線行為意嚮的作用模型。收集416名網購者的數據，利用結構方程模型驗證假設。研究結果錶明。網絡服務場景顯著正嚮影響顧客流體驗，顧客流體驗促進顧客的在線行為意嚮。併在網絡服務場景與在線行為意嚮的關繫中起中介作用；顧客調節定嚮在網絡服務場景與流體驗的關繫中起調節作用，網絡商店中的審美訴求因素和功能佈跼因素對促進定嚮顧客的流體驗的影響作用更彊，財務安全因素對預防定嚮顧客的流體驗的影響作用更彊。研究結果有利于學界和業界更好地理解網絡服務場景因素刺激下顧客的行為動機，採用網絡服務場景等易操縱因素製定顧客在線購物體驗提升策略，併最終提高e-績效。
수착전자상무적발전，망락복무장경일익수도학자화실무인사적중시。기우S-O-R범식、류체험이론화조절정향이론상관연구성과，종고객재선구물체험적시각구건망락복무장경대고객재선행위의향적작용모형。수집416명망구자적수거，이용결구방정모형험증가설。연구결과표명。망락복무장경현저정향영향고객류체험，고객류체험촉진고객적재선행위의향。병재망락복무장경여재선행위의향적관계중기중개작용；고객조절정향재망락복무장경여류체험적관계중기조절작용，망락상점중적심미소구인소화공능포국인소대촉진정향고객적류체험적영향작용경강，재무안전인소대예방정향고객적류체험적영향작용경강。연구결과유리우학계화업계경호지리해망락복무장경인소자격하고객적행위동궤，채용망락복무장경등역조종인소제정고객재선구물체험제승책략，병최종제고e-적효。
With the development of e-commerce, the importance of e-servicescape has been emphasized by both researchers andpractitioners. Based on related research achievements of S-O-R paradigm, Flow Theory and Regulatory Focus Theory, this studyputs forward a model of effect of e-servicescape on online behavior intention from the viewpoint of customer online shopping expe-rience. Data collected from 416 online shoppers is analyzed by structural equation model to test the proposed hypotheses. Resultsof the study reveal that e-servicescape has significant and positive effect on customer flow experience. Furthermore, customer flowexperience influences online behavior intention positively, and also mediates the relationship between e-servicescape and onlinebehavior intention. Moreover, regulatory focus plays a moderating role between the relationship between e-servicescape and cus-tomer flow experience. Aesthetic appeal factors of the online store, as well as layout and functionality factors, have strongereffects on the flow experience of customers with promotion focus, while financial security factors have stronger effects on the flowexperience of customers with prevention focus. The results are beneficial for the academic and industry to identify consumers＇ be-havior motivation in the e-servicescape, to formulate a strategy to upgrade the online shopping experience by using easily manipu-lated factors（e, g. , e-servicescape）, and finally to improve e-performance.
