线下环境因素对消费者体验意愿的影响被引量：3

Effects of Offline Environment Factors on Consumer Experience Intention

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摘要本文以刺激-机体-反(S-O-R)馈范式的理论框架为基础,结合体验营销理论、环境因素理论以及让渡价值理论,依据296份有效的样本数据,利用SPSS软件和LISREL软件进行数据处理,运用结构方程模型进行检验假设,分析了各线下体验环境要素对消费者体验意愿的影响机制。研究结果显示:线下体验商店(或展厅)的环境刺激对消费者体验意愿存在明显的间接影响效应,且商店环境中的设计因子的间接影响效应最大,而社会因子的间接影响效应最小;当消费者受到不同的环境因子刺激时,不同特征的消费者所产生的价值感知和体验成本感知存在明显的差异。 Based on the S - O - R theory framework, combined with experience marketing theory, the theory of environ-mental factors and customer delivered value theory, according to the 296 samples, by using SPSS software and LISREL software to analyze the data, and using the structural equation model to test the hypothesis, this paper empirically studied the influence mechanism of factors of offline-experience environment on consumers＇ experience intention. The results showed that： the environmental stimulation has indirect effect on consumers＇ experience intention, the design factor has the most effect, but the social factor has the minimum effect. As the same time, when consumer received the different environmental stimulations, consumers with the different characteristics generated the different perception values and ex-perience perception costs.

作者廖成林刘吟

机构地区重庆大学经济与工商管理学院

出处《商业研究》 CSSCI 北大核心 2013年第6期66-76,共11页 Commercial Research

基金国家自然科学基金资助项目项目编号:90924009

关键词线下体验环境消费者特征价值感知体验成本感知体验意愿 offline environment factors consumers’ characteristic perception value perception cost experience intention

分类号 F27 [经济管理—企业管理]

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