基于执行意向的网购情景线索与行为反应关联模型研究

A Study on the Correlation Model of Contextual Cues and Behavioral Responses Based on Implementation Intentions in the Online Shopping

选取淘宝网用户评论作为研究对象,探讨了网购行为执行意向结构中的网购情景线索与目标导向行为反应的关联机制,结果表明：第一,网购认同线索、知觉感知情景线索是最重要的网购者认知情景,它与愉悦感、口碑传播等行为具有高度关联性;第二,网购细节展示度没有与网购行为反应产生直接关联,但其通过认同线索和知觉感知情景线索作用于网购者愉悦感、口碑传播和行为忠诚等行为反应;第三,网购情景线索与行为反应的动态演化中其核心结构并没有产生裂变,所有弱连接是通过网购愉悦感、口碑传播、知觉感知和认同线索等强连接形成复杂的关联网络。最后对所得结果进行讨论并指出未来的研究方向。

This paper considers the relationship between contextual cues and goal-directed behavior of implementation inten- tions in online shopping behavior based on selecting Taobao user reviews as a research object. Results demonstrate that, firstly, the identification cues of online shopping, perceived contextual cues are the most important online shoppers cognitive situation, and it has a high degree of correlation with the sense of pleasure, word-of-mouth and other acts. Secondly, the extent of detail display of online shopping is not directly linked to online shopping behavior, but it responds to behavior that pleasure, word-of-mouth and loyalty behaviors through identity cues and perceived situational clues. Thirdly, the core struc- ture of the skeleton does not produce fission in the dynamic evolution process of contextual clues and behavioral responses, and all weak connections form a complex network of interrelated, which are strongly connected through online shopping pleasure, word-of-mouth, perception and identity. Finally, it discusses the result and points out the directions in the future.