基于心流体验理论的在线购买意愿研究
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摘要
随着网络购物市场竞争的日益激烈,如何吸引并留住顾客成为购物网站的战略重点,而由于网络购物的虚拟属性,用户体验是增加用户粘性和用户忠诚度的一个重要因素。
消费者心流体验是用户体验中一个重要理论,近年来也逐渐被应用到网络购物领域中来。在这些研究中,实证研究较少,并且更多的研究并没有使用完整的原始模型,基于此,本研究将心流体验的三阶段模型完整的应用到购物领域中,进行实证研究；同时,本研究将模型与消费者购买决策过程相结合,验证了心流体验对购买意愿的影响。本研究采用文献研究与实证研究相结合的方法,构建了与消费者决策过程相结合的心流体验影响购买意愿的模型,并通过问卷调查的方式进行了数据收集,利用SPSS软件和AMOS软件验证了问卷的有效性以及模型各个变量之间的路径系数。
通过数据分析后,本文得出如下结论：
目标清晰度和网站反馈对心流体验有正向影响。其中目标清晰度对精神集中度和感知控制有正向影响,而网站反馈对购物愉悦、精神集中度和感知控制均有正向影响。心流体验对购买意愿有正向影响。购物愉悦和感知控制对购买意愿均有正向影响,并且购物愉悦对购买意愿的影响大于感知控制的影响,这一定程度上说明消费者追求购物中的有趣性。
最后,根据本文所得出的结论,对B2C网站提出了网站设计建议与网站营销策略建议,建议网站确保有一个较短的加载过程以及较快的反馈,同时在用户购买过程中给予用户个性化的引导,提升其购物愉悦感。
With the increasingly fierce competitionof online shopping market, how to attract and retain customers become to be the strategic focus of shopping sites, and because of online shopping's virtual attribute, the user experience has been an important factor to increase user stickiness and user loyalty.
The flow experience is an important theory in the user experience research field. In recent years, it has gradually been applied to online shopping area. In primary studies, little empirical research has been done, and more research did not use the full original model. Based on this, this research will applied a complete three-phase flow experience model to the online shopping areas, and will make an empirical study. The research also combine consumer decision-making process with flow model, verify the influence of flow to consumer purchase intention. This research will use literature and empirical research method, and combined consumer decision-making process with flow theory to build a flow model, then collection data by survey, using SPSS software and AMOS software verification the validity of the questionnaire and the model path coefficients between the variables.
Through data analysis, this paper finally got the following conclusions:
Verify that the clear goal and site feedback have effects on the flow experience. Goal clear and concentration affect perceived control, and website feedback has effect on the shopping pleasure, concentration and perceived control.Verify that the flow to experience has the impact of purchase intention. Shopping pleasure and perceived control will have a positive impact on the purchase intention, and shopping pleasure has more effection on purchase intention compared with perceived control, which to some extent explains the consumer pursuit of fun when on shopping.
Finally, according to the conclusions of this paper, put forward suggestions of the designing of B2C web sites and also give recommendations of website marketing strategy,which has some practical significance.The website should make sure that a short loading process and faster feedback, and in the shopping process giving users personalized guide, improve their shopping pleasure.
消费者心流体验是用户体验中一个重要理论,近年来也逐渐被应用到网络购物领域中来。在这些研究中,实证研究较少,并且更多的研究并没有使用完整的原始模型,基于此,本研究将心流体验的三阶段模型完整的应用到购物领域中,进行实证研究；同时,本研究将模型与消费者购买决策过程相结合,验证了心流体验对购买意愿的影响。本研究采用文献研究与实证研究相结合的方法,构建了与消费者决策过程相结合的心流体验影响购买意愿的模型,并通过问卷调查的方式进行了数据收集,利用SPSS软件和AMOS软件验证了问卷的有效性以及模型各个变量之间的路径系数。
通过数据分析后,本文得出如下结论：
目标清晰度和网站反馈对心流体验有正向影响。其中目标清晰度对精神集中度和感知控制有正向影响,而网站反馈对购物愉悦、精神集中度和感知控制均有正向影响。心流体验对购买意愿有正向影响。购物愉悦和感知控制对购买意愿均有正向影响,并且购物愉悦对购买意愿的影响大于感知控制的影响,这一定程度上说明消费者追求购物中的有趣性。
最后,根据本文所得出的结论,对B2C网站提出了网站设计建议与网站营销策略建议,建议网站确保有一个较短的加载过程以及较快的反馈,同时在用户购买过程中给予用户个性化的引导,提升其购物愉悦感。
With the increasingly fierce competitionof online shopping market, how to attract and retain customers become to be the strategic focus of shopping sites, and because of online shopping's virtual attribute, the user experience has been an important factor to increase user stickiness and user loyalty.
The flow experience is an important theory in the user experience research field. In recent years, it has gradually been applied to online shopping area. In primary studies, little empirical research has been done, and more research did not use the full original model. Based on this, this research will applied a complete three-phase flow experience model to the online shopping areas, and will make an empirical study. The research also combine consumer decision-making process with flow model, verify the influence of flow to consumer purchase intention. This research will use literature and empirical research method, and combined consumer decision-making process with flow theory to build a flow model, then collection data by survey, using SPSS software and AMOS software verification the validity of the questionnaire and the model path coefficients between the variables.
Through data analysis, this paper finally got the following conclusions:
Verify that the clear goal and site feedback have effects on the flow experience. Goal clear and concentration affect perceived control, and website feedback has effect on the shopping pleasure, concentration and perceived control.Verify that the flow to experience has the impact of purchase intention. Shopping pleasure and perceived control will have a positive impact on the purchase intention, and shopping pleasure has more effection on purchase intention compared with perceived control, which to some extent explains the consumer pursuit of fun when on shopping.
Finally, according to the conclusions of this paper, put forward suggestions of the designing of B2C web sites and also give recommendations of website marketing strategy,which has some practical significance.The website should make sure that a short loading process and faster feedback, and in the shopping process giving users personalized guide, improve their shopping pleasure.
引文
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[2]滕兵,曾晓晔.B2C模式购物网站实施体验营销方略[J].经营与管理,2010,(10)：42-44.
[3]陈防.基于体验营销的B2C网络购物网站浅析-以卓越亚马逊网站为例[D].厦门：厦门大学,2009年4月.
[4]约瑟夫·派恩,詹姆斯·H·吉尔摩.体验经济[A]. In:[C]. Edited by机械工业出版社.北京：2002：9-49.
[5]徐丹妮.浅析体验营销[J].湖南商学院学报(双月刊),2009年10月,16(5)：90-94.
[6]温韬.顾客体验理论的进展、比较及展望[J].四川大学学报(哲学社会科学版),2007,第2期：133-139.
[7]Smith D; Sivakumar. Flow and Internet shopping behaviorA conceptual model and research propositions [J]. Journal of Business Research,2004,57 (10): 1199-1208.
[8]I.Ajzen B.L Driver. Prediction of Participation from Behavior, Normative and Control Beliefs:An Application of the Theory of Planned Behavior [J]. Leisure Science,1991, (13):185-200.
[9]Huang M-H. Information Load:Its Relationship to Online Exploratory and Shopping Behavior [J]. International Journal of Information Management,2000, (20):337-347.
[10]Csikszentmihalyi M, editor. Beyond Boredom and Anxiety:The Experience of Play in Work and Games. San Francisco:Jossey-Bass Publishers; 1975.
[11]Privetee G. Peak experience, peak performance,and flow:A comparative analysis of positive human experience [J]. Journal of Personality and Social Psychology,1983,45 (6):1361-1368.
[12]Csikszentmihalyi Mihaly; LeFevre, Judith Optimal experience in work and leisure [J]. Journal of Personality and Social Psychology,1989,56 (5): 815-822.
[13]Csikszentmihalyi, editor. Flow:The Psychology of Optimal Experience. New York:Harper Collins; 1990.
[14]Trevino L.K.; Webster, J. Flow in computer-mediated communication:Electronic mail and voice mail evaluation and impacts [J]. Communication Research,1992,19 (5):539-573.
[15]Sharon G. Clarke John T. Haworth.'Flow' experience in the daily lives of sixth-form college students [J]. British Journal of Psychology,1994,85 (4): 511-523.
[16]Deshpande Jawaid A. Ghani & Satish P. Task Characteristics and the Experience of Optimal Flow in Human—Computer Interaction [J]. The Journal of Psychology,1994,128 (4):381-391.
[17]Hoffman Novak. Marketing in hypermedia computer-mediated environments-conceptual foundations [J]. Journal of Marketing,1996,6 (60): 50-68.
[18]Csikszentmihalyi Mihaly, editor. Beyond Boredom and Anxiety. San Francisco: Jossey-Bass; 1977.
[19]Massimini F.& Carli, M., editor. Optimal Experience Psychological Studies of Flow in Consciousness. Cambridge:Cambridge University Press; 1988.
[20]LeFevre Judith, editor. Flow and the quality of experience during work and leisure.. New York:Cambridge University Press; 1988.
[21]Novak Hoffman. Measuring the customer experience in online environments-A structural modeling approach [J]. Marketing Science,2000,19 (21):22-43.
[22]Csikszentmihalyi Mihaly; Rathunde, Kevin Jacobs, Janis E., editor. The measurement of flow in everyday life:Toward a theory of emergent motivation. Lincoln, NE, US:University of Nebraska Press; 1993.
[23]Chen H., Wigand,T.R.,&Nilan,S.M. Optimal experience of Web activities [J]. Computers in Human Behavior,1999,15 (5):585-608.
[24]Brown E. Cairns P. A grounded investigation of game immersion. Computer Human Interaction. Vienna,Austria 2004.
[25]Novak Hoffman. Measuring the flow construct in online environments:A structural modeling approach [J]. Unpublished manuscript,1999.
[26]徐晓燕.流畅体验研究综述[J].中国西部科技,2007,08：54-58.
[27]Jackson SA. Towad a conceptual understand of the flow experience in elite athletes [J]. Research Quarterly for Exercise and Sport,1992,67:76-90.
[28]陈伟睿.网际网路之流畅体验初探性研究[D].台北：“国立”中山大学咨询管理学系,2001年11月.
[29]赖品立.多人线上游戏成瘾之实证研究[D].台湾：“国立”成功大学交通管理科学研究所,2006年6月.
[30]李文杰.自我效能、沉浸经验与科技接受模式之研究-以线上游戏为例[D].
台北：“国立”屏东商业技术学院行销与流通管理系,2008年7月.
[31]Charla Mathwick Edward Rigdon. Play, Flow, and the Online Search Experience [J]. The Journal of Consumer Research,2004,31 (2):324-332.
[32]李仪凡.互联网用户体验结构模型-以Flow理论挖掘网站功能、社会属性作用机制[D].上海：复旦大学,2009年12月.
[33]Fishbein&Ajzen, editor. Belief, attitude, intention, and behavior:An introduction to theory and research:Addison-Wesley Pub 1975.
[34]郑丽凤.电子商务环境下交易成本对购买意愿的影响分析[D].无锡：江南大学,2009年8月.
[35]Schiffman L.G.andKanuk, L.F., editor. Consumer Behavior:Prentice-Hall; 2000.
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