基于心流体验的电子商务网站质量对消费者服装购买意愿的影响

Based on Flow Experience,the Impact of E-commerce Website Quality on Consumers'Clothing Purchase Intention

文章在理论分析的基础上,以心流体验为中介变量,构建电子商务网站质量、购买意愿的关系模型,对收集的数据进行分析发现:网站知名度、网站设计、网站响应速度、网站信息质量、网站互动性、网站娱乐性、网站可靠性、网站服务完整性对于心流体验、消费者服装购买意愿均有积极的影响;心流体验对消费者服装购买意愿有积极的影响;心流体验在网站知名度、网站设计、网站响应速度、网站信息质量、网站互动性、网站娱乐性、网站服务完整性与消费者服装购买意愿之间起着部分中介效应;心流体验在网站可靠性和消费者服装购买意愿之间起完全中介作用。由此结论对电子商务网站质量提出对策建议。

On the basis of theoretical analysis,constructs a relationship model between e-commerce website quality and purchase intention with flow experience as the intermediary variable.After analyzing the collected data,it finds that:website popularity,website design,website response speed,website information quality,website interactivity,website entertainment,website reliability,website service integrity have a positive impact on flow experience and consumer clothing purchase intention;flow experience positively affects consumers'willingness to purchase clothes;flow experience plays a part of intermediary effect between website popularity,website design,website response speed,website information quality,website interactivity,website entertainment,website service integrity and purchase intention;flow experience plays a complete intermediary role between website reliability and purchase intention.From this conclusion,countermeasures and suggestions are put forward for the quality of e-commerce websites.