中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2015年
11期
96-104
,共9页
交互性%生动性%社会临场感%情绪%重购意愿
交互性%生動性%社會臨場感%情緒%重購意願
교호성%생동성%사회림장감%정서%중구의원
interactivity%vividness%social presence%emotion%repurchase intention
交互性、生动性是网站区别于传统媒介最显著的特征，也是网络零售环境区别于传统零售环境的特有因素。文章运用S-O-R理论，基于网站交互性、生动性特征构建在线购物体验形成及其对重购意愿的作用机理模型，并通过问卷调查测量相关变量，运用结构方程模型进行实证检验。研究发现，购物网站的交互性和生动性均有助于提升消费者社会临场感体验；交互性显著影响消费者情绪体验，而生动性对情绪体验影响不显著；社会临场感体验可显著预测消费者情绪体验；积极的情绪体验可进一步正向影响消费者重购意愿。
交互性、生動性是網站區彆于傳統媒介最顯著的特徵，也是網絡零售環境區彆于傳統零售環境的特有因素。文章運用S-O-R理論，基于網站交互性、生動性特徵構建在線購物體驗形成及其對重購意願的作用機理模型，併通過問捲調查測量相關變量，運用結構方程模型進行實證檢驗。研究髮現，購物網站的交互性和生動性均有助于提升消費者社會臨場感體驗；交互性顯著影響消費者情緒體驗，而生動性對情緒體驗影響不顯著；社會臨場感體驗可顯著預測消費者情緒體驗；積極的情緒體驗可進一步正嚮影響消費者重購意願。
교호성、생동성시망참구별우전통매개최현저적특정，야시망락령수배경구별우전통령수배경적특유인소。문장운용S-O-R이론，기우망참교호성、생동성특정구건재선구물체험형성급기대중구의원적작용궤리모형，병통과문권조사측량상관변량，운용결구방정모형진행실증검험。연구발현，구물망참적교호성화생동성균유조우제승소비자사회림장감체험；교호성현저영향소비자정서체험，이생동성대정서체험영향불현저；사회림장감체험가현저예측소비자정서체험；적겁적정서체험가진일보정향영향소비자중구의원。
Interactivity and vividness are the most important features of website that are different from that of traditional medias;they are also the special factors being different from that of traditional retailing environment. Based on S-O-R theory, the authors construct an model which involves the relationship among the characteristics of the website,online shopping experience and repurchase intention. The authors obtain data through questionnaire survey and test the model and hypotheses by using structural equation model. The results find that both interactivity and vividness of retail website have positive effects on social presence;interactivity significantly affect the emotional experience of consumers,but the effect of vividness on emotional experience of consumer is not significant;and social presence can significantly predict emotional experience. In addition, emotional experience has positive effect on repurchase intention. The results not only enrich the theory of online shopping experience,but also provide a theoretical reference for the management practice of the e-business enterprise.
