网络信息搜索体验与再访问意愿——基于购物导向的调节作用

发布时间：2018-04-30 07:13

本文选题：网络零售 + 网络信息搜索　；参考：《中南财经政法大学学报》2017年04期

【摘要】：中国网络零售飞速发展,顾客在网络购物中的选择越来越多,但许多顾客浏览网络零售商网站或咨询后便杳无音信。网络零售商认识到不仅要提高顾客流量,还要加强单次购物过程中的顾客黏性。通过实证研究发现,顾客网络信息搜索体验越好,其网络信息搜索满意度会越高,也会更愿意再次访问该网络零售商。当顾客具有不同的购物导向时,网络信息搜索体验和网络信息搜索满意度之间的关系会发生变化。其中,具有便利型购物导向的顾客更容易在感知到良好的网络信息搜索体验时感到满意,更意愿再次访问该网络零售商,而具有经济型购物导向与娱乐型购物导向的顾客则相反。
[Abstract]:With the rapid development of online retailing in China, customers have more and more choices in online shopping, but many customers have never heard from each other after browsing online retailers' websites or consulting. Online retailers realize that it is necessary not only to increase customer flow, but also to enhance customer stickiness in the process of single shopping. Through empirical research, it is found that the better the customer network information search experience, the higher the satisfaction degree of the network information search, and the more willing to visit the network retailer again. When customers have different shopping orientation, the relationship between web information search experience and web information search satisfaction will change. Among them, customers with convenience shopping orientation are more likely to feel satisfied when they perceive a good network information search experience, and are more willing to visit the network retailer again. Customers with economical shopping orientation and entertainment shopping orientation are opposite.
【作者单位】：中南财经政法大学工商管理学院;五邑大学经济管理学院;
【基金】：国家自然科学基金项目“多渠道零售环境下研究型购物者的感知价值与渠道转换行为研究——零售商与购物者互动视角”(71272247) 广东省专业镇中小微服务平台建设专项资金项目“江门市沙坪街道办事处制鞋业品牌咨询策划服务中心”(2013B040500023)
【分类号】：F274;F724.6

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