摘要
本研究将电子商务整体用户体验划分为购前评估体验、线上交易体验、完成性体验三个维度,基于刺激-机体-反应(SOR)模型探讨了电子商务整体用户体验对顾客惠顾意向的影响机理关系。研究结果表明:除购前评估体验外,其它两个维度对顾客满意均有显著正向影响,三个维度对顾客信任均有显著正向影响。整体用户体验各维度通过满意和信任间接影响顾客惠顾意向,且影响效应由大到小依次为完成性体验、交易过程体验、购前评估体验。
The e-commerce overall UE is divided into three dimensions： the pre-purchasing evaluation experi- ence, the online transaction experience and the accomplishing experience. Based on the Stimulus-Organism- Response （S-O-R） framework, the present research examines how the e-commerce overall customer experience （UE） influences patronage intentions. The results show that, in addition to the pre-purchase evaluation expe- rience, the other two dimensions have a significant positive effect on the customer satisfaction. All of the three dimensions have significant positive effects on customer trust. Each sub-dimension influences patronage inten- tions indirectly through satisfaction and trust. The ascending order of the effect is the accomplishing experi- ence, the online transaction experience, and the pre-purchasing evaluation experience.
作者
曹园园
李君君
CAO Yuan-yuan LI Jun-jun(School of Management, Hangzhou Dianzi University, Hangzhou Zhejiang 310018, China)
基金
国家社会科学基金青年项目(14CTQ024)
浙江省自然科学基金项目(LQ16G020007)
浙江省信息化与经济社会发展研究中心课题(14XXHJD03YB)
