| 虚拟氛围对在线消费者冲动购买意向影响的实证研究 |
| |
| 引用本文： | 魏守波,程岩.虚拟氛围对在线消费者冲动购买意向影响的实证研究[J].系统管理学报,2012,21(4):531-539. |
| |
| 作者姓名： | 魏守波 程岩 |
| |
| 作者单位： | 华东理工大学商学院,上海,200237 |
| |
| 基金项目： | 国家自然科学基金资助项目 |
| |
| 摘 要： | 根据环境心理学理论,个体行为与其所处的环境是相互影响的。以环境心理学中的Mehrabian-Russel模型为基础,结合沉浸理论,研究了在线环境下虚拟氛围的各种要素对消费者冲动购买意向的影响。实证研究以购买决策涉入度作为控制变量,分析了电子商务系统中的虚拟氛围要素(导航易用性、信息性、社会性与娱乐性)与在线消费者沉浸状态要素(愉悦性感知、行为控制感知与专注)的影响关系,进而发现了虚拟氛围要素、消费者沉浸状态要素影响在线消费者冲动购买意向的机理。
|
| 关 键 词： | 虚拟氛围 环境心理学 沉浸理论 冲动购买 |
The Impact of Virtual Atmosphere on Online Customers' Impulse Buying Intention:An Empirical Study |
| |
| WEI Shou-Bo
,
CHENG Yan.The Impact of Virtual Atmosphere on Online Customers' Impulse Buying Intention:An Empirical Study[J].Systems Engineering Theory·Methodology·Applications,2012,21(4):531-539. |
| |
| Authors: | WEI Shou-Bo CHENG Yan |
| |
| Institution: | (School of Business,East China University of Science and Technology,Shanghai 200237,China) |
| |
| Abstract: | According to environmental psychology,there are interactions between individuals and the environment surrounding them.Based on the Mehrabian-Russel model of environmental psychology,integrated with flow theory,we study the impact of four specific virtual atmospheric cues on impulse buying intention online.Using involvement as a control variable,this empirical study analyzes the impact of virtual atmosphere factors(including ease of navigation,informativeness,socialness and entertainment) of E-commerce system on the online customers’ flow state(including enjoyment,perceived control and focus),and discovery the mechanism among virtual atmosphere factors,flow state and impulse online buying. |
| |
| Keywords: | virtual atmosphere environmental psychology flow theory impulse buying |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
