网站特征对消费者口碑传播意愿的影响机制研究

发布时间：2018-06-30 01:45

  本文选题：网站特征 + 消费者　； 参考：《现代情报》2016年10期

【摘要】：伴随着互联网+与体验经济时代的到来,体验营销在网络购物中的作用更加突出,很多电子商务网站日益重视体验营销在吸引消费者方面的作用。以淘宝购物网站为研究背景,基于心流体验视角,分析电子商务网站特征对消费者口碑传播意愿的影响。通过建立理论模型、收集并分析调研数据,结果表明,社会交往性、内容有用性、娱乐休闲性有助于提升消费者网购过程中的心流体验,进而形成网络口碑,而心流体验在不同的网站特征与口碑传播之间起着不同的中介作用。研究结论为电子商务网站有效地刺激消费者口碑传播提供了一定的理论依据。
[Abstract]:With the advent of the Internet and the era of experience economy, experience marketing plays a more important role in online shopping. Many e-commerce websites pay more and more attention to the role of experience marketing in attracting consumers. Based on the research background of Taobao shopping website, this paper analyzes the influence of e-commerce website characteristics on consumers' willingness to spread word of mouth from the perspective of heart-flow experience. Through the establishment of theoretical model, collection and analysis of research data, the results show that social interaction, content usefulness, entertainment and leisure can help consumers to improve the flow of experience in the process of online shopping, and then form the network word of mouth. The heart-flow experience plays a different intermediary role between different website features and word of mouth spread. The conclusion provides a theoretical basis for e-commerce website to stimulate consumer word of mouth.
【作者单位】： 北京邮电大学经济管理学院;
【分类号】：TP393.092;G206
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本文编号：2084308