摘要
从虚拟触觉的视角,构建了虚拟试穿、买家展示与消费者冲动性购买意愿关系的理论模型。并基于结构方程的方法对理论模型进行了验证。验证结果表明,虚拟试穿和买家展示对消费者冲动性购买意愿既有直接作用又有间接作用,虚拟触觉在两者对冲动购买意愿的间接作用中充当了中介作用。
In this paper ,the theoretical model of the relationship between virtual try‐on ,buyer show and consumer’s impulsive buying intentions is established from the virtual haptical perspective. Then ,the theoretical model is tested through structural equation model. Results show that vir‐tual try‐on and buyer show have both direct and indirect effects on impulsive buying intentions ,and virtual haptic acts an intermediary role in the indirect effect.
出处
《科技和产业》
2015年第6期113-117,共5页
Science Technology and Industry
关键词
虚拟试穿
买家展示
虚拟触觉
冲动性购买意愿
virtual try-on
buyer show
virtual haptic
impulsive buying intentions
