基于S-O-R模型的价格和评价影响消费者网络购买意愿研究
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摘要
随着电子商务的迅猛崛起,消费者网络购买行为已经成为当前学术研究和实践关注的热点.本研究基于S-O-R模型,构建网络购物情境下消费者心理和行为反应模型,探讨网络购物中的两个重要信息线索:价格和评价如何通过影响消费者的情绪和感知价值,进而影响其购买意愿的机理.通过一个行为实验同时收集行为和问卷数据,进行实证研究,问卷数据分析结果显示:1)感知价格显著负向影响唤起感、愉悦感和感知价值;感知评价显著正向影响愉悦感和感知价值;2)唤起感显著积极影响愉悦感,感知价值显著积极作用于唤起感和愉悦感;3)感知价值和愉悦感分别显著正向影响购买意愿.
With the rapid development of China's online shopping market,consumer's online purchasing behavior has become the current focus on research and practice.Based on S-O-R model,this study builds consumer psychology and behavior reaction model under the network shopping situations to discusses the two important clues:price and evaluation how to influence consumers' emotion,perceptions and purchase intention.The behavioral experiment collects the data of behavior and questionnaire.And the questionnaire data shows that:1)the perceived value significantly negative effect arouse,pleasure and perceived value;perceived evaluation significantly positive influence on pleasure and perceived value;2)arouse significantly positive impact on pleasure,perceived value significantly positive effect arouse and pleasure; 3)perceived value and pleasure significantly positive influence on purchase intention.
With the rapid development of China's online shopping market,consumer's online purchasing behavior has become the current focus on research and practice.Based on S-O-R model,this study builds consumer psychology and behavior reaction model under the network shopping situations to discusses the two important clues:price and evaluation how to influence consumers' emotion,perceptions and purchase intention.The behavioral experiment collects the data of behavior and questionnaire.And the questionnaire data shows that:1)the perceived value significantly negative effect arouse,pleasure and perceived value;perceived evaluation significantly positive influence on pleasure and perceived value;2)arouse significantly positive impact on pleasure,perceived value significantly positive effect arouse and pleasure; 3)perceived value and pleasure significantly positive influence on purchase intention.
引文
[1]Kim H W,Xu Y,&Gupta S.Which is more important in Internet shopping,perceived price or trust?[J].Electronic Commerce Research and Applications,2011,11(3):241-252.
[2]Akdeniz B,Calantome R J,&Voorhees C M.Effectiveness of marketing cues on consumer perceptions of quality:The moderating roles of brand reputation and third-party information[J].Psychology&Marketing,2013,30(1):76-89.
[3]王求真,姚倩,叶盈.网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究[J].管理工程学报,2014,04:37-47.
[4]童利忠,雷涛.自有品牌的品牌信任对品牌形象与购买意愿的中介作用研究[J].软科学,2014,28(9):105-108.
[5]周芬芳,王朝晖.服装网络购买意愿影响因素的假设模型及实证研究[J].北京服装学院学报(自然科学版),2012,03:33-41.
[6]赵冬梅,纪淑娴.信任和感知风险对消费者网络购买意愿的实证研究[J].数理统计与管理,2010,29(2):305-314.
[7]Xu Y,Cai S,Kim H W.Cue consistency and page value perception:Implications for web-based catalog design[J].Information&Management,2013,50(1):33-42.
[8]常亚平,肖万福,覃伍等.网络环境下第三方评论对冲动购买意愿的影响机制:以产品类别和评论员级别为调节变量[J].心理学报,2012,44(9):1244-1264.
[9]Jung-Kuei Hsieh,Yi-Ching Hsieh,Hung-Chang Chiu,Ya-Ru Yang.Customer Response to WebSite Atmospherics:Task-relevant Cues,Situational Involvement and PAD[J].Journal of Interactive Marketing,2014,28(3):225-236.
[10]Ha Y,Sharron J L.Effects of site design on consumer emotions:role of product involvement[J].Journal of Research in Interactive Marketing,2010,4(2):80-96.
[2]Akdeniz B,Calantome R J,&Voorhees C M.Effectiveness of marketing cues on consumer perceptions of quality:The moderating roles of brand reputation and third-party information[J].Psychology&Marketing,2013,30(1):76-89.
[3]王求真,姚倩,叶盈.网络团购情景下价格折扣与购买人数对消费者冲动购买意愿的影响机制研究[J].管理工程学报,2014,04:37-47.
[4]童利忠,雷涛.自有品牌的品牌信任对品牌形象与购买意愿的中介作用研究[J].软科学,2014,28(9):105-108.
[5]周芬芳,王朝晖.服装网络购买意愿影响因素的假设模型及实证研究[J].北京服装学院学报(自然科学版),2012,03:33-41.
[6]赵冬梅,纪淑娴.信任和感知风险对消费者网络购买意愿的实证研究[J].数理统计与管理,2010,29(2):305-314.
[7]Xu Y,Cai S,Kim H W.Cue consistency and page value perception:Implications for web-based catalog design[J].Information&Management,2013,50(1):33-42.
[8]常亚平,肖万福,覃伍等.网络环境下第三方评论对冲动购买意愿的影响机制:以产品类别和评论员级别为调节变量[J].心理学报,2012,44(9):1244-1264.
[9]Jung-Kuei Hsieh,Yi-Ching Hsieh,Hung-Chang Chiu,Ya-Ru Yang.Customer Response to WebSite Atmospherics:Task-relevant Cues,Situational Involvement and PAD[J].Journal of Interactive Marketing,2014,28(3):225-236.
[10]Ha Y,Sharron J L.Effects of site design on consumer emotions:role of product involvement[J].Journal of Research in Interactive Marketing,2010,4(2):80-96.