华东经济管理
華東經濟管理
화동경제관리
East China Economic Management
2015年
11期
1-9
,共9页
团购服务场景%虚拟触觉%正向情绪%在线购买
糰購服務場景%虛擬觸覺%正嚮情緒%在線購買
단구복무장경%허의촉각%정향정서%재선구매
group-buying servicescape%virtual tactility%positive emotion%online purchase
随着网络团购模式的趋同化发展和用户的缓慢增长，团购网站需要新的突破点来吸引并留住更多的消费者。文章基于S-O-R模型和感官体验的相关理论，构建了团购服务场景对消费者购买意愿的影响机制和边界条件。实证研究表明：团购服务场景中的物理因素和社会因素能够促进消费者产生正向情绪，从而激发消费者的团购意愿，而物理因素和信息交换有助于消费者形成虚拟触觉体验从而产生团购意愿，其中，时间压力在认知状态与团购意愿中起到调节作用。研究结果对于团购运营商利用服务场景吸引并留住消费者有重要的参考价值。
隨著網絡糰購模式的趨同化髮展和用戶的緩慢增長，糰購網站需要新的突破點來吸引併留住更多的消費者。文章基于S-O-R模型和感官體驗的相關理論，構建瞭糰購服務場景對消費者購買意願的影響機製和邊界條件。實證研究錶明：糰購服務場景中的物理因素和社會因素能夠促進消費者產生正嚮情緒，從而激髮消費者的糰購意願，而物理因素和信息交換有助于消費者形成虛擬觸覺體驗從而產生糰購意願，其中，時間壓力在認知狀態與糰購意願中起到調節作用。研究結果對于糰購運營商利用服務場景吸引併留住消費者有重要的參攷價值。
수착망락단구모식적추동화발전화용호적완만증장，단구망참수요신적돌파점래흡인병류주경다적소비자。문장기우S-O-R모형화감관체험적상관이론，구건료단구복무장경대소비자구매의원적영향궤제화변계조건。실증연구표명：단구복무장경중적물리인소화사회인소능구촉진소비자산생정향정서，종이격발소비자적단구의원，이물리인소화신식교환유조우소비자형성허의촉각체험종이산생단구의원，기중，시간압력재인지상태여단구의원중기도조절작용。연구결과대우단구운영상이용복무장경흡인병류주소비자유중요적삼고개치。
With the homogenous development of online group-buying mode and the slow growth of subscriber number,group-buying websites need to find a new breakthrough point for attracting and retaining more consumers. Based on the model of S-O-R and the related theories of sense experience,the paper constructs the influence mechanism and boundary conditions of group-buying servicescape on consumers’purchase intention. The empirical study indicates that physical and social factors in group-buying servicescape induce positive emotion to promote group-buying intention,whereas physical factors and informa?tion exchange also affect group-buying intention through virtual tactility. Among them,time pressure plays a moderating role in cognitive status and group-buying intention. The research results have an important value for group-buying carrier to at?tract and retain more consumers through servicescape.
