在线商户商品信息呈现对消费者行为意愿影响的研究——基于社会临场感理论的模型构建

发布时间：2018-07-10 08:18

本文选题：网络消费者 + 在线商户　；参考：《情报理论与实践》2017年10期

【摘要】：[目的/意义]建立在线商户商品信息呈现影响在线消费者行为意愿的理论模型,为在线商户制定正确的商品信息呈现策略进而提升在线营销工作质量提供实践指导。[方法/过程]分析了在线商户可视性、交互性的信息呈现形式及事实型、评价型、担保型的信息呈现内容对消费者在线购物体验的影响作用,以及在线购物体验对消费者购买意愿和推荐意愿之间的作用关系。[结果/结论]利用"刺激—机体—反应"模型(S-O-R)范式,构建了在线商户商品信息呈现对消费者在线行为意愿影响作用的理论模型,提出了在线商户商品信息呈现实践的具体策略。
[Abstract]:[objective / significance] to establish a theoretical model of online merchants' commodity information presentation that affects online consumers' behavior, and to provide practical guidance for online merchants to formulate correct commodity information presentation strategies and to improve the quality of online marketing work. [method / process] this paper analyzes the effect of online merchants' visibility, interactive information presentation form and fact type, evaluation type and guarantee type information presentation content on consumers' online shopping experience. And the relationship between online shopping experience and consumers' willingness to buy and recommend. [results / conclusion] based on the "Stimulation-organism response" model (S-O-R), a theoretical model of the effect of online commodity information presentation on consumers' online behavior will be constructed. Put forward the concrete strategy of the online merchant commodity information presentation practice.
【作者单位】：吉林大学管理学院;
【分类号】：G358

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