| 基于心流体验视角的在线消费者购买行为影响因素研究 |
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| 引用本文： | 陈洁,丛芳,康枫. 基于心流体验视角的在线消费者购买行为影响因素研究[J]. 南开管理评论, 2009, 12(2) |
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| 作者姓名： | 陈洁 丛芳 康枫 |
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| 作者单位： | 上海交通大学安泰经济与管理学院 |
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| 基金项目： | 国家自然科学基金重点课题，国家自然科学基金 |
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| 摘 要： | 在线消费者处于虚拟的网络环境中,具有其独特的需求和行为特征,而"心流体验"理论在解释影响在线消费者行为的情感和认知因素方面有重要意义.本文将从"心流体验"视角探索影响在线消费者购物行为的因素.本文研究表明,网站设计维度、表现维度、消费者自身维度和网站内容维度都会显著影响在线消费者心流体验,从而导致消费者增加无计划的购买数量以及增强重复购买的意愿.
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| 关 键 词： | 心流体验 在线购买行为 在线消费者 |
Influential Factor Analysis of Consumers' Online Purchase Behavior:A Flow Experience Approach |
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| Chen Jie,Cong Fang,Kang Feng. Influential Factor Analysis of Consumers' Online Purchase Behavior:A Flow Experience Approach[J]. Nankai Business Review, 2009, 12(2) |
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| Authors: | Chen Jie Cong Fang Kang Feng |
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| Abstract: | To date,most research has not dealt with characteristics that influence online experiences(flow experiences) and how the quality of online experiences influence buying behavior.This paper will complement the above research question based on flow experience theory.Online consumers have unique demands and operate in a virtual environment.Flow experience theory has important implications in explaining the emotion and cognition factors which affect online consumer behavior.This paper will explore the factors wh... |
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| Keywords: | Flow Experience Online Purchase Behavior Online Consumers |
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