电商平台短视频信息展示对消费者购买意愿的影响研究
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摘要
[目的/意义]短视频信息展示影响消费者购买意愿理论模型的建立,为电子商务经营者制定正确的短视频信息展示策略进而提升内容营销工作效率提供实践指导。[方法/过程]利用"S-O-R"模型,构建了电商平台短视频信息展示对消费者购物意愿影响作用的理论模型,该模型以短视频信息有用性、易用性和全面性作为外部环境刺激,将虚拟触觉、愉悦感和信任感作为受到外部刺激影响的消费者内部机体因素,将购买意愿作为消费者的行为反应。研究采用问卷调研的方式并运用结构方程模型进行实证检验。[结果/结论]实证结果表明,虚拟触觉、愉悦感和信任感均对消费者购买意愿产生了显著的正向作用;短视频信息有用性和全面性对虚拟触觉、愉悦感和信任感均有显著的正向影响,短视频信息易用性对虚拟触觉产生了负向影响作用,对信任感产生了显著的正向作用,而对愉悦感未产生显著影响。
[Purpose/significance]A theoretical model on the influence of short-form video display on customers' purchase intention is established,which provides practical guidance for e-commerce operators to develop better short-form video display strategies and help improve the efficiency of online content marketing.[Method/process]According to the "S-O-R" model,a theoretical model of the effect of short-form video display on consumers' purchase intention is constructed.We choose information usefulness,information usability and information comprehensiveness of the short-form video,as the external environment stimulus in this model,use haptics,pleasure and trust as three measurements of consumers' internal perception,and predict consumer behavior with purchase intention.Data are acquired by questionnaire and the structural equation model is used to test the applicability of the model.[Result/conclusion]Through the analysis,we find that haptics,pleasure and trust can stimulate consumers' purchase intention,and the usefulness and comprehensiveness of the short-form video also can promote the feeling of haptic,pleasure and trust.However,the usability of it hinders consumers' haptic.Meanwhile,the usability has no influence on pleasure although it can stimulate customer trust.
[Purpose/significance]A theoretical model on the influence of short-form video display on customers' purchase intention is established,which provides practical guidance for e-commerce operators to develop better short-form video display strategies and help improve the efficiency of online content marketing.[Method/process]According to the "S-O-R" model,a theoretical model of the effect of short-form video display on consumers' purchase intention is constructed.We choose information usefulness,information usability and information comprehensiveness of the short-form video,as the external environment stimulus in this model,use haptics,pleasure and trust as three measurements of consumers' internal perception,and predict consumer behavior with purchase intention.Data are acquired by questionnaire and the structural equation model is used to test the applicability of the model.[Result/conclusion]Through the analysis,we find that haptics,pleasure and trust can stimulate consumers' purchase intention,and the usefulness and comprehensiveness of the short-form video also can promote the feeling of haptic,pleasure and trust.However,the usability of it hinders consumers' haptic.Meanwhile,the usability has no influence on pleasure although it can stimulate customer trust.
引文
[1] 苏晶蕾,银成钺,郭帅.网上产品展示中感觉线索对消费者购买意愿的影响:基于心象理论的视角[J].营销科学学报,2016,12(2):87-99.
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[18] HASSANEIN K,HEAD M.Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping[J].International Journal of Human-Computer Studies,2007,65(8):689-708.
[19] LAVIE T,TRACTINSKY N.Assessing dimensions of perceived visual aesthetics of web sites[J].International Journal of Human-computer Studies,2004,60(3):269-298.
[20] PORAT T,LISS R,TRACTINSKY N.E-stores design:the influence of e-store design and product type on consumers' emotions and attitudes[C].International Conference on Human-Computer Interaction,2007,4553(4):712-721.
[21] DONG D H,LIU S N,JIN Y F,et al.An empirical research on E-commerce customer website loyalty[C].International Conference on Management and Service Science.IEEE,2010:1-4.
[22] KIM H,LENNON S J.E-atmosphere,emotional,cognitive,and behavioral responses[J].Journal of Fashion Marketing & Management,2010,14(3):412-428.
[23] SCHLOSSER A E,WHITE T B,LLOYDS M.Converting web site visitors into buyers:how web site investment increases consumer trusting beliefs and online purchase intentions[J].Journal of Marketing,2006,70(2):133-148.
[24] 廖以臣.信息内容呈现对消费者在线信任的影响——以C2C网上商店为例[J].经济管理,2012,34(2):159-165.
[25] JARVENPAA S L,TRACTINSKY N,VITALE M.Consumer trust in an Internet store [J].Information Technology and Management,2000,1(1/2):45-71.
[26] 唐馥馨.网店装修对消费者购买意愿的影响[D].杭州:浙江大学,2012.
[27] MOHAN J,DUTTA B.The impact of completeness and web use motivation on the credibility of e-health information[J].Journal of Communication,2004,54(2):253- 269.
[28] GROHMANN B,SPANGENBERG E R,SPORTT D E.The influence of tactile input on the evaluation of retail produce offerings[J].Journal of Retailing,2007,83(2):237-245.
[29] WRIGHT W F,BOWER G H.Mood effects on subjective probability assessment[J].Organizational Behavior & Human Decision Processes,1992,52(2):276-291.
[2] YOO J,KIM M.The effects of online product presentation on consumer responses:a mental imagery perspective[J].Journal of Business Research,2014,67(11):2464-2472.
[3] 赵宏霞,才智慧,何珊.基于虚拟触觉视角的在线商品展示、在线互动与冲动性购买研究[J].管理学报,2014,11(1):133-141.
[4] ROGGEVEEN A L,GREWAL D,TOWNSEND C,et al.The impact of dynamic presentation format on consumer preferences for hedonic products and services[J].Journal of Marketing,2015,79(1):34-49.
[5] KLEINL R.Creating virtual product experiences:the role of telepresence[J].Journal of Interactive Marketing,2003,17(1):41-55.
[6] MUMMALANENI V.An empirical investigation of website characteristics:consumer emotional states and online shopping behaviors[J].Journal of Business Research,2005,58(4):526-532.
[7] MENON S,KAHN B.Cross-category effects of induced arousal and pleasure on the internet shopping experience[J].Journal of Retailing,2002,78(1):31-40.
[8] GEFEN D,STRAUB D.Managing user trust in B2C e-services[J].E-Service,2003,2(2):7-24.
[9] FUNG RK,LEE MK.EC-trust(trust in electronic e-commerce):exploring the antecedent factors[C]//Proceedings of the Fifth Americas Conference on Information Systems,2002:517-519.
[10] MEHRABIAN A,RUSSELL J.An approach to environmental psychology[M].Cambridge,MA,USA;London,UK:MIT Press,1974.
[11] EROGLU S A,MACHLEIT K A,DAVIS L M.Atmospheric qualities of online retailing:a conceptual model and implications[J].Journal of Business Research,2001,54(2):177-184.
[12] DODDS W B,MONROE K B,GREWAL D.Effects of price,brand,and store information on buyers' product evaluations [J].Journal of Marketing Research,1991,28(3):307-319.
[13] ERNST M O.Multisensory integration:a late bloomer[J].Current Biology,2008,18(12):519-521.
[14] LACEY S,CAMPBELL C,SATHIAN K.Vision and touch:multiple or multisensory representations of objects[J].Perception,2007,36(10):1513-1521.
[15] HOLBROOK M B.On the importance of using real products in research on merchandising strategy[J].Journal of Retailing,1983,59(1):4-23.
[16] KIM S,PARK H.Effects of various characteristics of social commerce on consumers' trust and trust performance[J].International Journal of Information Management,2013,33(2):318-332.
[17] WIRTH W,HARTMANN T,B?CKING S,et al.A process model of the formation of spatial presence experiences[J].Media Psychology,2007,9(3):493-525.
[18] HASSANEIN K,HEAD M.Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping[J].International Journal of Human-Computer Studies,2007,65(8):689-708.
[19] LAVIE T,TRACTINSKY N.Assessing dimensions of perceived visual aesthetics of web sites[J].International Journal of Human-computer Studies,2004,60(3):269-298.
[20] PORAT T,LISS R,TRACTINSKY N.E-stores design:the influence of e-store design and product type on consumers' emotions and attitudes[C].International Conference on Human-Computer Interaction,2007,4553(4):712-721.
[21] DONG D H,LIU S N,JIN Y F,et al.An empirical research on E-commerce customer website loyalty[C].International Conference on Management and Service Science.IEEE,2010:1-4.
[22] KIM H,LENNON S J.E-atmosphere,emotional,cognitive,and behavioral responses[J].Journal of Fashion Marketing & Management,2010,14(3):412-428.
[23] SCHLOSSER A E,WHITE T B,LLOYDS M.Converting web site visitors into buyers:how web site investment increases consumer trusting beliefs and online purchase intentions[J].Journal of Marketing,2006,70(2):133-148.
[24] 廖以臣.信息内容呈现对消费者在线信任的影响——以C2C网上商店为例[J].经济管理,2012,34(2):159-165.
[25] JARVENPAA S L,TRACTINSKY N,VITALE M.Consumer trust in an Internet store [J].Information Technology and Management,2000,1(1/2):45-71.
[26] 唐馥馨.网店装修对消费者购买意愿的影响[D].杭州:浙江大学,2012.
[27] MOHAN J,DUTTA B.The impact of completeness and web use motivation on the credibility of e-health information[J].Journal of Communication,2004,54(2):253- 269.
[28] GROHMANN B,SPANGENBERG E R,SPORTT D E.The influence of tactile input on the evaluation of retail produce offerings[J].Journal of Retailing,2007,83(2):237-245.
[29] WRIGHT W F,BOWER G H.Mood effects on subjective probability assessment[J].Organizational Behavior & Human Decision Processes,1992,52(2):276-291.