“元宇宙+电商”背景下消费者购买意愿的影响因素分析

Analysis of Factors Infl uencing Consumers’Purchase Intention in the Background of“Metaverse+E-Commerce”

为了完善元宇宙领域的理论研究以及帮助元宇宙电商从构想到实际应用的有效落地,本文同时对不同消费者群体(如Z世代)对元宇宙电商的态度进行初步探究,文章基于S-O-R理论,将元宇宙电商情境特征分为可视性、沉浸性、交互性和真实性四个维度作为“刺激”因素,引发“机体”内部的享乐性购物动机,最终影响消费者的购物意愿,做出“反应”。本文通过问卷调查法收集数据,并借助SPSS和AMOS对样本进行统计分析和假设检验。研究发现,元宇宙电商情境的可视性、沉浸性、交互性和真实性不仅可以直接对消费者的购物意愿产生显著的正向影响,还显著正向影响消费者的享乐性购物动机,并进一步促进消费者的购物意愿。

To enhance theoretical research in thefield of the metaverse and facilitate the effective implementation of metaverse e-commerce from conception to practical application,this paper simultaneously explores the attitudes of different consumer groups(such as Generation Z)towards metaverse e-commerce.Based on the S-O-R theory,the article categorizes the situational characteristics of metaverse e-commerce into four dimensions:visibility,immersiveness,interactivity,and authenticity,as"stimuli"factors,which trigger pleasure-seeking shopping motivations within the"organism,"ultimately influencing consumers'willingness to shop and eliciting"responses."The paper collects data via a questionnaire survey and uses SPSS and AMOS for statistical analysis and hypothesis testing of the samples.The results show that the visibility,immersiveness,interactivity and reality of metaverse e-commerce contexts not only have a direct,significant positive impact on consumers’shopping willingness,but also significantly and positively influence their hedonic shopping motivations and further enhance their shopping willingness.