网络购物粘性行为前置因素研究

Research on Antecedents of Online Shopping Stickiness

以网络购物中的消费者粘性行为前置影响因素为切入点,通过文献回顾,提出用户视角的网络粘性是在持续使用基础上所形成的一种心理依赖行为,并以此为基础构建网络消费者粘性的前置因素假设,通过问卷调查的方式进行实证分析。研究表明:持续使用意向在各前置因素与粘性行为的形成之间起中介效应作用;消费者的感知因素如感知有用性、心流、满意度均通过中介变量对粘性产生影响;同时,网络的结构化特征结构嵌入也通过持续使用意向促进粘性的产生;消费者的网络使用习惯则直接促使粘性的产生。

This article explores the antecedents of consumers＇ stickiness behavior in online shopping, puts forward that online stickiness is a psychological dependence behavior which forms on continuous use, proposes the hypothesis of the antecedents of online consumers＇ stickiness, makes an empirical research by questionnaires from online users. The findings are that continuance intention has a mediation effect in the re- lation of stickiness formation and antecedents; consumer＇s perceived factors, like perceived useful, flow and satisfaction influence stickiness indirectly by intermediary factor; structural embeddedness is an indirect ele- ment influencing stickiness through continuance intention, and customer＇ habit of web users influence sticki- ness directly.