移动商务顾客的消费体验行为意向——基于顾客认知和消费情感

Behavioral Intention Study of Consumption Experience of Mobile Business Customers——Based on Customers' Cognition and Emotion

信息技术期望确认模型(ECM-IT)研究了感知有用性、体验结果与顾客满意、重复使用之间的关系,但是顾客购后行为还包括抱怨和继续使用,顾客情感也对顾客购后行为有影响。因此,本文以ECM-IT为基础,从顾客认知和顾客情感两方面来研究顾客消费体验行为意向,并利用结构方程对理论模型进行实证研究,提出相应的对策建议。研究结果表明,移动商务顾客对资费比较敏感,并且在不满意的情况下,男性比女性更容易产生抱怨、投诉行为;同时,认知因素和情感因素会受到体验结果的影响,还会对顾客购后行为有显著影响。

Expectation-confirmation model in the context of IT（ECM-IT） studies the relationship among the per- ceived usefulness, the results of consumption experience and customer satisfaction and repeated use. However, post-purchase behavior includes complaint and continual use, and customer emotion also influences the post-pur. chase behavior. Therefore, this paper, based on ECM-IT, studies behavioral intention of consumers＇ consump- tion experience in the two aspects of customer cognition and customer emotion, uses structural equation model （SEM） to make an empirical analysis, and proposes several suggestions. The research results show that the mo- bile business customers are sensitive to the charges, and male eustomers are more likely to complain than female customers. At the same time, the cognitive and emotional factors are affected by experience results, and influ- ence post-purchase behavior.