| 电子商务网站特征对消费者虚拟体验的影响研究 |
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| 引用本文：吴小梅，郭朝阳.电子商务网站特征对消费者虚拟体验的影响研究[J].湖南大学学报社会科学版,2015,(2):52-57 |
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| 中文摘要:消费者虚拟体验在电子商务环境下显得十分重要。研究聚焦于网站互动性与生动性对心流体验的影响作用，同时研究了消费者个性特质—产品涉入度所起的调节作用。通过问卷调查收集数据，运用层级回归分析法及优势分析法进行假设检验。研究发现：网站互动性与生动性对心流体验均有显著正向影响；网站的生动性相对于网站互动性而言，预测心流体验的能力更强；产品涉入度正向调节了网站互动性与心流体验之间的正向关系。 |
| 中文关键词:网站特征 虚拟体验 心流体验 产品涉入度 |
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| The Effect of the Characteristic of E-commerce Website on Costomers' Virtual Experience |
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| Abstract:Virtual experience is vital in electronic business.The study adapts questionnaire to collect data,while testifies the hypothesis by hierarchical regression and dominance analysis.It researches on the influence of website interactivity and vividness on the flow experience. Besides that, it explores the moderating mechanism of product involvement on website characteristics and flow experience. It comes to the following conclusions: Firstly, website interactivity and vividness exert significantly positive influence on flow experience. Secondly, website vividness is more effective than website interactivity when forecasting flow experience. Thirdly, consumer’s individual trait-product involvement positively moderates the relationship between website interactivity and flow experience, such that website interactivity is more positively related to flow experience when product involvement is higher. |
| keywords:website characteristics virtual experience flow experience product involvement |
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