| 电子商务网站特征对心流体验的影响研究 |
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| 引用本文： | 吴小梅.电子商务网站特征对心流体验的影响研究[J].重庆大学学报(社会科学版),2015,21(3):50-57. |
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| 作者姓名： | 吴小梅 |
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| 作者单位： | 厦门理工学院管理学院,福建厦门,361024 |
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| 基金项目： | 福建省自然科学基金计划资助项目，厦门理工学院高层次人才引进项目“网络购物情境下消费者冲动购买行为研究”，厦门理工学院对外科技合作专项“消费者网络冲动购买行为研究” |
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| 摘 要： | 文章基于文献回顾与深度访谈,提出了电子商务环境下网站特征对心流体验影响的研究模型.该模型聚焦于网站的互动性与生动性这两个主要特征对心流体验的影响作用.并通过问卷调查收集数据,运用层级回归分析法进行假设检验.研究发现:网站互动性与生动性对心流体验均有显著正向影响;网站互动性显著正向影响心流体验的控制、专注与好奇维度,而对愉悦维度没有显著影响;网站生动性对心流体验的控制、专注、好奇与愉悦四个维度均有显著正向影响.研究结果不仅丰富了在线心流体验理论,而且为电子商务企业提供了有益的借鉴.
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| 关 键 词： | 网站特征 网站互动性 网站生动性 心流体验 |
| 收稿时间： | 2015/3/20 0:00:00 |
The effect of website characteristics on flow experience |
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| WU Xiaomei.The effect of website characteristics on flow experience[J].Journal of Chongqing University(Social Sciences Edition),2015,21(3):50-57. |
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| Authors: | WU Xiaomei |
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| Institution: | WU Xiaomei;School of Management,Xiamen University of Technology; |
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| Abstract: | This paper constructs the theoretical framework based on literature review and in-depth interview of customers, adapts questionnaire to collect data, testifies the hypothesis by hierarchical regression. It studies the influence of website interactivity and vividness on the flow experience. It comes to the following conclusions: Firstly, website interactivity and vividness have significant positive influence on flow experience. Secondly, website interactivity positively influences the four dimensions of flow experience except intrinsic interest, while website vividness positively influences all of the four dimensions of flow experience. This paper not only enriches the theory of online flow experience, but also provides meaningful suggestions to the electronic commerce enterprises. |
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| Keywords: | website characteristics website interactivity website vividness flow experience |
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