基于心流体验的网络消费行为的研究
发布时间：2019-06-12 05:00
【摘要】：消费体验是指消费者在使用产品后享受服务时体验到的一种感觉及认识。对于消费体验的测量,学者们提出了不同的观点。其中,Csikszentimihalyi的心流体验是最具研究潜力的维度构成理论,也是构成现今网络营销的理论基础。 本研究以心流体验理论为视角,对消费者的网络消费行为进行了实证研究。首先本研究以心流体验理论为基础,提出了基于心流体验的网络消费者行为的模型。该模型包含两个部分,第一部分主要分析了影响心流体验产生的因素,涉及到有关网站特征的四个变量,分别为：远程感知、感知易用性、感知安全性和感知互动性；以及消费者个性特征的五个变量：神经质、外向性、宜人性、经验性、责任性。第二部分主要分析了心流体验的产生对购买行为的影响,这里选择了冲动性购买作为研究变量。 在实证研究过程中,本文主要采用问卷调查法,以网络和实地两种方式收集数据。运用SPSS17.0和LISREL统计工具对数据进行处理,并建立模型。通过对模型调整和修正,本文得出以下结论： 远程感知和感知安全性对心流体验的产生有显著的积极影响,且贡献度较大。感知易用性对远程感知有显著的积极影响。 神经质对心流体验的产生有显著的负向影响。外向性和经验性对心流体验的产生有显著的正向影响。宜人性对心流体验的产生有显著的正向影响,但其贡献度较小。即宜人性虽然能促进心流体验的产生,但影响不大。责任性对心流体验的产生有显著的负向影响。 心流体验的产生对冲动性购买有显著的正向影响。即在网络环境下,处于心流体验状态下的消费者更易产生冲动性购买行为。
[Abstract]:Consumer experience refers to a feeling and understanding that consumers experience when they enjoy the service after using the product. Scholars have put forward different views on the measurement of consumption experience. Among them, the flow experience of Csikszentimihalyi is the most potential dimension composition theory, and it is also the theoretical basis of today's network marketing. From the perspective of flow experience theory, this study makes an empirical study on consumers' online consumption behavior. Firstly, based on the theory of flow experience, a model of network consumer behavior based on flow experience is proposed. The model consists of two parts. The first part mainly analyzes the factors that affect the cardiac flow experience, involving four variables related to the characteristics of the website, namely, remote perception, perceived ease of use, perceived security and perceptual interaction, and five variables of consumer personality characteristics: neuroticism, extroversion, suitability, experience and responsibility. The second part mainly analyzes the influence of flow experience on purchasing behavior, and chooses impulse purchase as the research variable. In the process of empirical research, this paper mainly uses the questionnaire survey method to collect data both in the network and in the field. SPSS17.0 and LISREL statistical tools are used to process the data, and the model is established. Through the adjustment and correction of the model, this paper draws the following conclusions: remote perception and perceived security have a significant positive impact on the flow experience, and the contribution is large. Perceptual ease of use has a significant positive impact on remote perception. Neuroticism has a significant negative effect on the production of flow experience. Extroversion and experience have significant positive effects on the production of flow experience. Suitability has a significant positive effect on the flow experience, but its contribution is small. That is, although pleasant human nature can promote the emergence of flow experience, but the impact is not great. Responsibility has a significant negative impact on the production of flow experience. The generation of flow experience has a significant positive impact on impulse buying. That is, in the network environment, consumers in the state of flow experience are more likely to produce impulse buying behavior.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842
本文编号：2497759
[Abstract]:Consumer experience refers to a feeling and understanding that consumers experience when they enjoy the service after using the product. Scholars have put forward different views on the measurement of consumption experience. Among them, the flow experience of Csikszentimihalyi is the most potential dimension composition theory, and it is also the theoretical basis of today's network marketing. From the perspective of flow experience theory, this study makes an empirical study on consumers' online consumption behavior. Firstly, based on the theory of flow experience, a model of network consumer behavior based on flow experience is proposed. The model consists of two parts. The first part mainly analyzes the factors that affect the cardiac flow experience, involving four variables related to the characteristics of the website, namely, remote perception, perceived ease of use, perceived security and perceptual interaction, and five variables of consumer personality characteristics: neuroticism, extroversion, suitability, experience and responsibility. The second part mainly analyzes the influence of flow experience on purchasing behavior, and chooses impulse purchase as the research variable. In the process of empirical research, this paper mainly uses the questionnaire survey method to collect data both in the network and in the field. SPSS17.0 and LISREL statistical tools are used to process the data, and the model is established. Through the adjustment and correction of the model, this paper draws the following conclusions: remote perception and perceived security have a significant positive impact on the flow experience, and the contribution is large. Perceptual ease of use has a significant positive impact on remote perception. Neuroticism has a significant negative effect on the production of flow experience. Extroversion and experience have significant positive effects on the production of flow experience. Suitability has a significant positive effect on the flow experience, but its contribution is small. That is, although pleasant human nature can promote the emergence of flow experience, but the impact is not great. Responsibility has a significant negative impact on the production of flow experience. The generation of flow experience has a significant positive impact on impulse buying. That is, in the network environment, consumers in the state of flow experience are more likely to produce impulse buying behavior.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：B842
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