消费者网络互动对购买意愿影响的实证研究

被引：6

作者：

周宏

张皓

机构：

[1] 暨南大学管理学院

来源：

武汉理工大学学报(信息与管理工程版) | 2017年 / 39卷 / 02期

关键词：

消费者网络互动; 网络信任; S-O-R模型;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

网络互动在消费者网络购买决策中的作用日益明显,探讨网络互动对购买意愿的影响机理具有重要意义。以S-O-R模型为理论框架,将消费者网络互动作为刺激因素(S),网络信任作为机体(O),购买意愿作为反应(R),剖析了网络互动、网络信任和购买意愿三者之间的关系构建。实证研究表明:网络互动的刺激作用会显著影响消费者网络信任,进而正向影响其购买意愿的形成,此外构成消费者网络信任的认知信任和情感信任间也存在显著的影响关系。研究结论对于深入理解网络互动对消费者购买心理与行为的影响机制具有重要的理论与实践价值。

引用

页码：197 / 201+207 +207

页数：6

共 8 条

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