【作者】 丛芳；

【导师】 王方华；

【作者基本信息】 上海交通大学 ， 企业管理， 2008， 硕士

【摘要】 网络购物作为一种崭新的消费模式,日益受到商家和消费者的关注。根据Iresearch艾瑞市场咨询2004年中国网络购物研究报告预期,国内网络购物市场今后三年的市场规模年均增长率将达到87.5 %,2007年总市场规模约为296亿人民币。随着网络购物市场的迅猛发展,网上商家之间的竞争也越来越激烈,而对于网上商家而言,要想在网络销售中获利,处于竞争的有利地位,把握消费者网络购物行为的特征非常重要,而且随着产品同质化程度的提高,“眼球经济”时代的到来,消费者体验日益受到重视,“心流体验”理论是消费者体验理论中一个非常重要的方面,也是消费体验理论中引用最多的概念之一,本文将“心流体验”理论与在线消费者网络购物行为研究相结合,对在线消费者心流体验及其购物行为之间的关系进行了研究,并提出了理论模型,进而利用结构方程模型的方法对其进行了验证,得出了有意义的结论。本研究发现在线消费者购物过程中所形成的“远程感知(tele-presense)”和“感知控制力(perceived control)”对于其产生心流体验具有重要的作用,另外消费者与网站之间的交互响应速度、消费者技能水平、购物过程中的挑战水平以及感知易用性也对消费者产生心流体验有一定的影响作用,同时,这种“心流体验”又会正向影响到他/她的购物行为,包括无计划购物行为和重返购买行为,除此之外,本研究发现消费者对网站的“感知实用性”也是影响其作出重复购买决策的重要变量。本研究结论表明为了发挥购物网站的最大效用,电子商务企业或网站设计人员应将“创造用户的心流体验”作为重要目标之一,而要做到如此,就必须重视网站的“情境导向”,而不仅仅注重内容与产品层面的设计,同时,网站的实用性也是需要考虑的重要变量。另外,消费者与网站之间的互动也是要着重考虑的要素之一,但在注重提高互动性的同时,也不能以牺牲消费者的“感知易用性”为代价。更多还原

【Abstract】 As a new kind of consumptive pattern, online shopping has been paid more and more attention by the companies and consumers. According to the research on 2004 Chinese Online Shopping made by Iresearch, the average rising rate of the market size of Chinese online shopping in the following three years will reach 87.5% and the total market size in 2007 is about 296 billion RMB. As the online shopping market developing swiftly and violently, the competition among online companies is becoming more and more fiercely. For the online companies, it is important to capture the characteristics of online consumers in order to make profits from the electronic commerce and obtain big market size. What’s more, as the quality of products or services is becoming more and more homogeneous and the appearance of“Eye Economy”, the shopping experience of consumers is being paid more attention. Flow theory is one of the most important aspects of consumer experience theory and also one of the most common-used concepts. This research will apply flow theory into online consumer purchasing behavior research and analyze the relationship between them. A conceptual model is proposed to achieve some meaningful conclusions through the test with Structural Equation Model method.It is concluded that“tele-presense”and“perceived control”of the online consumers formed in the process of online shopping play an important role in the factors affecting flow experience, as well as the“interactive speed”,“skill of consumer”,“challenge”and“perceived ease of use”. At the same time, this flow experience will positively affect his or her online purchasing behavior, including unplanned purchase and intention of repeat purchase. Besides, it is found that“perceived usefulness”of the website plays a vital role in online consumers’making repeat purchase decisions.This research has demonstrated that flow is a useful and practical tool to understand consumers’experience while shopping online. In order to maximize the effectiveness of a website, the goal should be the creation of a beneficial flow experience. The context-based presentation of the website must be paid more attention, not only the content-based presentation. What’s more, the usefulness of the website and the interactivity between online consumers and website are also indispensable factors. However, improving a website’s interactivity shouldn’t sacrifice the website’s ease of use.更多还原