大学生光棍节网络购物是否存在流体验——基于结构方程模型的研究被引量：1

Existence of Flow Experience of College Students' Singles Day Online Shopping——Based on Structural Equation Model

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摘要大学生光棍节网络购物存在流体验现象。网上商店应促进网络购物者流体验的产生,并利用流体验促进消费行为的发生。具体地说,网上商店应塑造光棍节网络购物的浓厚氛围,增强购物网站的远程呈现力及互动水平,增进购物网站的购物导航能力与反应速度,通过对流体验的引导,促进网络商店所预期的消费行为的发生。 The phenomenon of flow experience exists in College Students ’ online shopping on Singles Day.The online store should promote flow experience of online consumers , and further stimulate consumption behavior by using it.Specifically , online shops should create the festival atmosphere of Singles Day , improve remote present force and interaction level , enhance shopping navigation ability and response speed of shopping website , and through guiding the flow experience , promote the probability of expected consumer behavior .

作者刘根

机构地区广东石油化工学院经济管理学院

出处《北京邮电大学学报（社会科学版）》 CSSCI 2014年第6期9-14,共6页 Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基金广东省哲学社会科学基金项目(GD13XGL20) 广东省茂名市2013年度科技计划软科学基金项目(201358)

关键词大学生光棍节网络购物流体验结构方程模型 college student Singles Day online shopping flow experience structural equation model

分类号 F713.365.2 [经济管理—产业经济]

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参考文献11

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