本文選題：網(wǎng)站特征 + 消費(fèi)者��； 參考：《現(xiàn)代情報(bào)》2016年10期

【摘要】：伴隨著互聯(lián)網(wǎng)+與體驗(yàn)經(jīng)濟(jì)時(shí)代的到來,體驗(yàn)營銷在網(wǎng)絡(luò)購物中的作用更加突出,很多電子商務(wù)網(wǎng)站日益重視體驗(yàn)營銷在吸引消費(fèi)者方面的作用。以淘寶購物網(wǎng)站為研究背景,基于心流體驗(yàn)視角,分析電子商務(wù)網(wǎng)站特征對消費(fèi)者口碑傳播意愿的影響。通過建立理論模型、收集并分析調(diào)研數(shù)據(jù),結(jié)果表明,社會交往性、內(nèi)容有用性、娛樂休閑性有助于提升消費(fèi)者網(wǎng)購過程中的心流體驗(yàn),進(jìn)而形成網(wǎng)絡(luò)口碑,而心流體驗(yàn)在不同的網(wǎng)站特征與口碑傳播之間起著不同的中介作用。研究結(jié)論為電子商務(wù)網(wǎng)站有效地刺激消費(fèi)者口碑傳播提供了一定的理論依據(jù)。
[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.
【作者單位】： 北京郵電大學(xué)經(jīng)濟(jì)管理學(xué)院;
【分類號】：TP393.092;G206
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本文編號：2084308