在线商户商品信息呈现对消费者行为意愿影响的研究——基于社会临场感理论的模型构建

Research on the Influence of Online Product Information Presentation on Customers' Behavior Intention

[目的/意义]建立在线商户商品信息呈现影响在线消费者行为意愿的理论模型,为在线商户制定正确的商品信息呈现策略进而提升在线营销工作质量提供实践指导。[方法/过程]分析了在线商户可视性、交互性的信息呈现形式及事实型、评价型、担保型的信息呈现内容对消费者在线购物体验的影响作用,以及在线购物体验对消费者购买意愿和推荐意愿之间的作用关系。[结果/结论]利用"刺激—机体—反应"模型(S-O-R)范式,构建了在线商户商品信息呈现对消费者在线行为意愿影响作用的理论模型,提出了在线商户商品信息呈现实践的具体策略。

[ Purpose/significance] A theoretical model on the influence of online product information presentation on customers＇ behavior intention is established, which provides practical guidance for online merchants to develop better product information presentation strategies and help improve the quality of online marketing. [ Method/process ] The impact of visible and interactive information presentation forms, as well as factual, evaluative or warranty information presentation contents on customers＇ shopping experience is analyzed. And how customers＇ shopping experience functions on their willingness to make a purchase or recommendation is pointed. [ Result/conclusion ] Based on the S-O-R model, the theoretical model of the impact of online product information presentation on customers＇ online behavior intention is constructed. And practical strategies for online information presentation are put forward.