网上商店购物体验对顾客行为影响的实证研究

随着互联网在我国的迅速发展,通过网上商店购物的消费者数量稳步上升。相对于其他购物方式,网络购物的体验特征更为明显,体验营销在零售购物网站设计和运营中的重要性日益凸显。作者基于S—O—R模型,建立了网上商店购物体验对顾客行为倾向影响的概念模型,并运用实证研究方法进行了验证。结果表明:网上商店购物体验对顾客行为倾向的直接作用不显著,主要通过顾客情感和顾客信任间接影响顾客行为倾向。购物体验的五种形式中,感官体验、情感体验和关联体验对顾客情感均有直接正向显著影响;除感官体验之外的各体验形式均对顾客信任有直接正向显著影响。顾客对网上商店的情感与信任正向相关;顾客情感和信任均对顾客的行为倾向有正向显著影响。

Empirical Research on the Influence of E-Shopping Experience upon Customer Behavioral Intention

With the rapid development of Internet in China,the number of consumers buying from online stores is steadily increasing. Compared to other ways to shop,experiential characteristic of online shopping is more significant,and experiential marketing is becoming increasingly prominent in the shopping website design and operation. Based on S-O-R model,the author constructs a conceptual model of the influence of E-shopping experience upon customer behavioral intention and this model is verified through empirical research methods. The results show that E-shopping experience has little direct impact on customer behavioral intention,but it has the indirect impact mainly through customer emotion and customer trust. Among the five forms of shopping experience,sense,feeling and related experiential modules have the direct,positive and significant impact on customer emotion; all experiential modules except sense experiential module have the direct,positive and significant impact; customer emotion has the positive relation with customer trust in online stores; customer emotion and customer trust have the positive and significant impact on customer behavioral intention.