摘要
当前,网购已经成为大学生生活中的一部分,为考察在线沉浸体验对人格特质与网络购买意愿关系的影响,该研究采用大五人格简式量表、网络沉浸体验问卷、网络购买意愿问卷对395名在校大学本科生进行调查,考查了人格特质、网络沉浸体验和网络购买意愿之间的相关,并运用Bootstrap方法对沉浸体验的中介效应进行了考查。结果表明:(1)外倾性和严谨性特质均对沉浸体验有显著的负向影响,沉浸体验对于网络购买意愿具有极其显著的正向预测作用;(2)沉浸体验在人格特质与网络购买意愿之间的关系中存在中介效应,并且属于遮掩效应。
Recently, online shopping has become a part of college students＇ daily life. In order to investigate the effect of online immersion experience on the relationship between personality traits and online purchase intention, 395 college students were surveyed with NEO-FFI, online flow experience questionnaire and online purchase intention questionnaire. The relationship among personality, online flow experience and online purchase intention were investigated, and the bootstrap method was used to examine the mediating effect of flow experience. The results showed that： （1） Both extraversion and conscientiousness traits had significant negative effects on the folw experience, and the flow experience had a significant positive effect on online purchase intention; （2） Flow experience mediated the relationship between personality traits and online purchase intention, and it belonged to the masking effect.
作者
刘洋
邓稳根
Liu Yang Deng Wengen(School of Education Science, Gannan Normal University, Ganzhou 341000)
出处
《心理研究》
2017年第4期60-65,共6页
Psychological Research
基金
赣南师范大学研究生创新基金项目(YCX15A038)
关键词
人格特质
沉浸体验
网络购买意愿
遮掩效应
personality traits
online flow experience
online purchase intention
masking effect
