基于自我决定理论视角的互联网环境中顾客参与动机的研究

Perspective of Customer Participation Motives in the Internet Environment from the Self-Determination Theory

以互联网的快速发展为背景,将自我决定理论作为基本的理论支撑,并结合顾客参与动机的影响因素,通过问卷调查初步研究了互联网环境中自我决定水平和顾客参与行为动机与作用机制.研究结果表明:消费者对网站的熟悉程度与上网动机均会显著正向地影响网上消费者的自我决定需求满足;网上消费者的自主需求、能力需求以及归属需求等需求感知对网上消费者的自我决定水平产生了显著的正向影响作用;而网上消费者的自我决定水平越高,其信息搜寻和感知投入反而会更低.

In this paper, the rapid development of the Intemet will be explained using Self-Determination The-ory, combined with an examination of customer-participation motivation factors. A preliminary study using datafrom questionnaires has measured self-determination levels and customer participation motives. Analysis of theresearch data shows that online customers＇ self-demand was also significantly affected by consumer familiaritywith the web site. Demand was also shown to be significantly and positively affected by online motivations. Au-tonomy;competence in using the Internet;and relatedness consumer self-determination levels were correlatedand had a significant positive effect. Online consumers were shown to have higher levels of self-determination,however they were shown to be more sceptical about the reliability and accuracy of information gathered on-line.shopping; Customer participation ; Self-determination theory