购物网站交互性对顾客满意度的影响——远程临场感与心流的链式中介作用

Web Interactivity Effects on Satisfaction in E-tailing——The Mediating Roles of Telepresence and Flow

运用结构方程模型和回归分析检验了网站交互性对顾客满意度影响的链式中介模型。结果发现:交互性对顾客远程临场感和满意度影响显著;远程临场感能显著预测心流和满意度;心流对满意度具有显著的正向效应。此外,远程临场感在交互性与心流之间起着完全中介作用;远程临场感和心流在交互性与满意度之间具有链式中介效应。

This paper tests a conceptual model that involves the effect of interactivity on satisfaction by structural equation model and regressions. Results show that,the significant effects of interactivity on telepresence and satisfaction,telepresence can significantly predict flow and satisfaction,flow have significant positive effects on satisfaction. Furthermore,telepresence and flow have mediating effects on the relationship between interactivity and satisfaction,and telepresence plays a full intermediary role between interactivity and flow.