【作者】 胡文渝；

【导师】 金永生；

【作者基本信息】 北京邮电大学 ， 企业管理， 2012， 硕士

【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。更多还原

【Abstract】 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.更多还原