消费者线上体验、产品卷入度与重购意愿

Consumer Online Experience,Product Involvement and Repurchase Intention

理解新零售新电商情境下消费者线上体验对重复购买意愿的影响机理,对于促进电商平台市场销售,提升电商平台产业化进程尤为重要。以花卉电商作为研究情境,构建电商平台重购意愿研究模型,运用结构方程研究方法,探讨线上展示体验、网络口碑体验、情感需求体验、社交互动体验和平台交易体验对重购意愿的影响,检验产品卷入度的中介效应和价格的调节效应。实证结果表明:线上展示体验、网络口碑体验、情感需求体验、社交互动体验、平台交易体验对重购意愿具有显著正向影响;产品卷入度在线上展示体验、网络口碑体验、情感需求体验、社交互动体验、平台交易体验与重购意愿间具有部分中介效应;价格正向调节线上体验与产品卷入度间因果关系。

Understanding the influence mechanism of consumer online experience on repurchase intention under the new retail and new e-commerce context is particularly important for promoting the market sales of e-commerce platforms and promoting the industrialization process of e-commerce platforms.Construct the research model of repurchase intention of flower e-commerce platform with structural equation research method,discussing the influence of online display experience,online word-of-mouth experience,emotional demand experience,social interaction experience and platform trading experience on repurchase intention.And test the mediating effect of product involvement and the moderating effect of price.The empirical results show that online display experience,online word of mouth experience,emotional demand experience,social interaction experience,platform trading experience have a significant positive impact on the repurchase intention.There is a partial mediating effect between product involvement,online display experience,online word-of-mouth experience,emotional demand experience,social interaction experience,platform trading experience and repurchase intention.Price positively moderates the causal relationship between online experience and product involvement.