發(fā)布時間：2019-06-12 05:00

【摘要】：消費體驗是指消費者在使用產(chǎn)品后享受服務(wù)時體驗到的一種感覺及認(rèn)識。對于消費體驗的測量,學(xué)者們提出了不同的觀點。其中,Csikszentimihalyi的心流體驗是最具研究潛力的維度構(gòu)成理論,也是構(gòu)成現(xiàn)今網(wǎng)絡(luò)營銷的理論基礎(chǔ)。 本研究以心流體驗理論為視角,對消費者的網(wǎng)絡(luò)消費行為進行了實證研究。首先本研究以心流體驗理論為基礎(chǔ),提出了基于心流體驗的網(wǎng)絡(luò)消費者行為的模型。該模型包含兩個部分,第一部分主要分析了影響心流體驗產(chǎn)生的因素,涉及到有關(guān)網(wǎng)站特征的四個變量,分別為：遠(yuǎn)程感知、感知易用性、感知安全性和感知互動性；以及消費者個性特征的五個變量：神經(jīng)質(zhì)、外向性、宜人性、經(jīng)驗性、責(zé)任性。第二部分主要分析了心流體驗的產(chǎn)生對購買行為的影響,這里選擇了沖動性購買作為研究變量。 在實證研究過程中,本文主要采用問卷調(diào)查法,以網(wǎng)絡(luò)和實地兩種方式收集數(shù)據(jù)。運用SPSS17.0和LISREL統(tǒng)計工具對數(shù)據(jù)進行處理,并建立模型。通過對模型調(diào)整和修正,本文得出以下結(jié)論： 遠(yuǎn)程感知和感知安全性對心流體驗的產(chǎn)生有顯著的積極影響,且貢獻(xiàn)度較大。感知易用性對遠(yuǎn)程感知有顯著的積極影響。 神經(jīng)質(zhì)對心流體驗的產(chǎn)生有顯著的負(fù)向影響。外向性和經(jīng)驗性對心流體驗的產(chǎn)生有顯著的正向影響。宜人性對心流體驗的產(chǎn)生有顯著的正向影響,但其貢獻(xiàn)度較小。即宜人性雖然能促進心流體驗的產(chǎn)生,但影響不大。責(zé)任性對心流體驗的產(chǎn)生有顯著的負(fù)向影響。 心流體驗的產(chǎn)生對沖動性購買有顯著的正向影響。即在網(wǎng)絡(luò)環(huán)境下,處于心流體驗狀態(tài)下的消費者更易產(chǎn)生沖動性購買行為。
[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.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：B842

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本文編號：2497759