摘要
针对改善电子商务网站中不适宜的在线客服弹出窗口对用户行为的持续性干扰问题,基于心理抗拒理论构建了影响用户对在线客服弹出窗口产生心理抗拒与接受意愿的研究模型。通过情景实验方式收集了472份有效问卷,利用结构方程模型方法对研究模型进行了实证检验。研究结果表明:用户对在线客服弹出窗口的接受意愿与其心理抗拒情绪有关,而后者又会受到干扰成本、控制感知和信息源知名度的影响。
In order to improve the problem that inappropriate online customer service pop-up windows may continually interfere with users＇ behavior, based on the psychological reactance theory, this paper constructed the theoretical model about elements which would affect users＇ psychological reactance and acceptance intention to online customer service pop-up windows. 472 valid questionnaires were collected based on context experiment, and the research model was empirically tested by using structural equation modeling. The results show that users＇ acceptance intention to online customer service pop-up windows has positive relationship with their psychological reactance emotion, and the psychological reactance emotion is influenced by interference cost, control perception and the celebrity of information sources.
出处
《软科学》
CSSCI
北大核心
2014年第10期111-116,共6页
Soft Science
基金
国家自然科学基金项目(71201012)
教育部人文社会科学研究项目(10YJCZH163)
关键词
网络用户
在线客服弹出窗口
心理抗拒
接受意愿
network users
online customer service pop-up windows
psychology reactance
acceptance intention
