洋溢对网络消费者行为的影响研究

A Study on the Influence of Flow on Online consumers' Behavior

以洋溢(flow)来描述消费者在网络购物中感知到的愉悦体验,从消费者认知的角度构建网络消费者行为模型,探讨哪些网站属性可诱发消费者产生洋溢感;同时探讨令人愉悦的购物体验是否与传统环境一样,能够提高消费者的再购买意图。运用结构方程建模的方法进行实证分析,结果表明网站属性中的系统质量对形成洋溢感作用较大,拥有洋溢感能够提高网络消费者的再购买意图。

The word ＂flow＂ is used to describe the enjoyable and immersive experience consumers perceive during the E - shopping process. In terms of consumers＂ perception, this paper builds a model of online consumers＇behavior, discussing which websites would induce consumers＂ feeling of flow and whether they can, just as in the brick - and - mortar context, motivate the consumers to purchase more. Through the empirical analysis based on the Structure Equation Model, we find that the system quality in websites＇ attributes has a greater effect on getting the feelings of flow, which in turn could improve online consumers ＂repurchase intention. The implications, limitations and future research directions are discussed at the end of this paper.