在线零售情境因素对顾客惠顾意愿的影响研究

Effect of contextual factors of online retailing on customer patronage intentions

作为新兴的零售渠道,互联网在零售业中的重要性日益凸显.随着在线零售业竞争的不断加剧,零售商越来越重视在线商店的情境因素对顾客惠顾的影响.从自我决定理论的视角,考察了在线零售情境中的产品相关情境因素和市场相关情境因素如何影响顾客在网上购物活动中的自主需要满足和关系需要满足,进而影响顾客的惠顾意愿;研究进一步提出了情境因素影响顾客惠顾意愿的两种内部化机制,即感知控制和感知兴趣.研究结论有助于深入理解在线零售情境因素对顾客惠顾意愿的影响作用,并为在线零售商提供了设计在线零售情境因素的新视角.

As an emerging retailing channel, Internet plays a more and more important role in retailing indus- try. With the intensifying competition in online retailing, retailers lay more emphasis on the effect of the con- textual factors of online stores on customer patronage. Based on self-determination theory, this article investi- gates how product-relevant and market-relevant contextual factors of online retailing affect customers＇ need for autonomy and relatedness and, in turn, customer patronage intention; the article also proposes two internaliza- tion mechanisms of the effect of contextual factors on customer patronage intentions, i. e. , perceived control and perceived interest. The findings enhance our knowledge of online retailing contextual effects, and provide companies with a new perspective to design online retailing contextual factors.