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近年来,随着网络购物的日益普及,如何有效提高消费者在网站上的购买率已经成为业界和学术界共同关注的问题。本文将消费者与网站的关系划分为考察期、形成期和稳定期三个阶段,并以关系阶段为调节变量,分析消费者价值体验对网购意愿的影响,结果表明:功能体验、情感体验和社会体验均与网购意愿具有正相关关系,随着关系阶段的演变,功能体验对网购意愿的正向影响逐渐减少,情感体验和社会体验对网购意愿的正向影响逐渐增加。最后,本文提出相应建议,以提高消费者网购意愿。
In recent years, with the increasing popularity of online shopping, how to effectively increase the purchase rate of consumers on websites has become a common concern of both industry and academia. In this paper, the relationship between consumers and websites is divided into three stages: study period, formation period and stability period. The relationship between stages is used as a control variable to analyze the influence of consumer value experience on online shopping intention. The results show that functional experience, emotional experience and Social experience and online shopping will have a positive correlation, with the evolution of the relationship stage, the functional experience of online shopping will gradually reduce the positive influence, emotional experience and social experience on the online shopping will gradually increase the willingness to increase. Finally, this article puts forward the corresponding suggestion, in order to enhance the consumer net purchase intention.