网络购物体验对顾客行为倾向的作用机理与模型初探

An Initial Exploration on the Mechanism and Model of Online Shopping Experience on Customer Behavioral Intention

网络环境下顾客与企业的交互方式更多地表现出了体验的特征,体验营销在购物网站设计和经营中的重要性日益凸显。文章运用文献研究和理论推演方法,在S-O-R模型的基础上分析了网络购物体验对顾客行为倾向的作用机理,构建了网络购物体验影响顾客行为倾向的模型。在此基础上,提出了企业开展网络体验营销的建议。

The interactive way between customers and business shows more experiential characteristics under the network environment. The importance of experiential marketing becomes increasingly prominent in website design and management. This paper analyzes the mechanism of online shopping experience on customer behavioral intention, and then constructs a model of online shopping experience in- fluencing customer behavioral intention based on the S - O - R model using literature research and theoretical inference methods. On this basis, proposals are put forward to enterprises about online experiential marketing.