洋溢对网络消费者行为的影响研究

被引：6

作者：

王海萍

机构：

[1] 山东财政学院

来源：

山东财政学院学报 | 2010年 / 06期

关键词：

体验; 洋溢; 网站属性; 再购买意图;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学]; F224 [经济数学方法];

学科分类号：

040203 ; 0701 ; 070104 ;

摘要：

以洋溢(flow)来描述消费者在网络购物中感知到的愉悦体验,从消费者认知的角度构建网络消费者行为模型,探讨哪些网站属性可诱发消费者产生洋溢感;同时探讨令人愉悦的购物体验是否与传统环境一样,能够提高消费者的再购买意图。运用结构方程建模的方法进行实证分析,结果表明网站属性中的系统质量对形成洋溢感作用较大,拥有洋溢感能够提高网络消费者的再购买意图。

引用

页码：78 / 83

页数：6

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