基于“心流体验”视角的在线消费者购买行为影响因素研究

上海交通大学硕士学位论文基于“心流体验”视角的在线消费者购买行为影响因素研究姓名：丛芳申请学位级别：硕士专业：企业管理指导教师：王方华20080101IIresearch200487.5%2007296tele-presenseperceivedcontrolII/IIIARESEARCHONTHEFACTORSOFONLINECONSUMERPURCHASINGBEHAVIORBASEDONFLOWTHEORYABSTRACTAsanewkindofconsumptivepattern,onlineshoppinghasbeenpaidmoreandmoreattentionbythecompaniesandconsumers.Accordingtotheresearchon2004ChineseOnlineShoppingmadebyIresearch,theaveragerisingrateofthemarketsizeofChineseonlineshoppinginthefollowingthreeyearswillreach87.5%andthetotalmarketsizein2007isabout296billionRMB.Astheonlineshoppingmarketdevelopingswiftlyandviolently,thecompetitionamongonlinecompaniesisbecomingmoreandmorefiercely.Fortheonlinecompanies,itisimportanttocapturethecharacteristicsofonlineconsumersinordertomakeprofitsfromtheelectroniccommerceandobtainbigmarketsize.What’smore,asthequalityofproductsorservicesisbecomingmoreandmorehomogeneousandtheappearanceof“EyeEconomy”,theshoppingexperienceIVofconsumersisbeingpaidmoreattention.Flowtheoryisoneofthemostimportantaspectsofconsumerexperiencetheoryandalsooneofthemostcommon-usedconcepts.Thisresearchwillapplyflowtheoryintoonlineconsumerpurchasingbehaviorresearchandanalyzetherelationshipbetweenthem.AconceptualmodelisproposedtoachievesomemeaningfulconclusionsthroughthetestwithStructuralEquationModelmethod.Itisconcludedthat“tele-presense”and“perceivedcontrol”oftheonlineconsumersformedintheprocessofonlineshoppingplayanimportantroleinthefactorsaffectingflowexperience,aswellasthe“interactivespeed”,“skillofconsumer”,“challenge”and“perceivedeaseofuse”.Atthesametime,thisflowexperiencewillpositivelyaffecthisorheronlinepurchasingbehavior,includingunplannedpurchaseandintentionofrepeatpurchase.Besides,itisfoundthat“perceivedusefulness”ofthewebsiteplaysavitalroleinonlineconsumers’makingrepeatpurchasedecisions.Thisresearchhasdemonstratedthatflowisausefulandpracticaltooltounderstandconsumers’experiencewhileshoppingonline.Inordertomaximizetheeffectivenessofawebsite,thegoalshouldbethecreationofabeneficialflowexperience.Thecontext-basedpresentationofthewebsitemustbepaidmoreattention,notonlythecontent-basedpresentation.What’smore,theusefulnessofthewebsiteandtheinteractivitybetweenonlineconsumersandwebsitearealsoindispensablefactors.However,improvingawebsite’sinteractivityshouldn’tsacrificethewebsite’seaseofuse.VKEYWORDSflowtheory,onlineconsumer,purchasebehavior,StructuralEquationModelIII1-1.............................................................................................42-1.....................................................................................72-2.....................................................................................82-3...................................................................................112-4.......................................................132-5...........................................................142-6(CME)................................163-1...............................................................................................213-2.......................................294-1...................................................................................334-2...................................................................................334-3LISREL....................................................434-4LISREL............................................464-5...................................504-6.......................514-7...........................5211.12.1700(Moore&Murray,2000)Iresearch200420032004165%2003174587.5%2007296(Flowexperience)2/(Net-enabledorganizations,NEO)(Straub&Watson,2001)Straub&Watson,2001B2C12343/Csikszentmihalyi,1989)1.21.2.3.4.5.6.41.31.2.3.1.451-1Fig1-1Figureofresearchpath62.1Flow19981998flow19981998flow1999Flowflow(flowexperience)Csikszentmihalyi(1989)2.1.11.Csikszentmihalyi(1989)Csikszentmihalyi(1993)1237456789TrevinoWebster19921234GhaniDeshpande(1994)12Webster,TrevinoRyan(1993)1234B.Csikszentmihalyi(1990)Leone&Burns,2000)(Edwards,Baglioni&Cooper,1990)C.NovakThomas(1999)Csikszentmihalyi,82.1.2Csikszentmihalyi(1975)1.Csikszentmihalyi,1990,1997MonetaCsikszentmihalyi(1996)208ESMCsikszentmihalyi(1975)(Massimini&Carli,1988)(Csikszentmihalyi,1988)92-1Fig2-1thefour-channelflowmodel(Jackson&Csikszentmihalyi,1999)MassiminiCarli(1988)ClaikeHaworth(1994)102-2Fig2-2Theeight-channelflowmodel(Massimini&Carli,1988)2.(Csikszentmihalyi,1990)Csikszentmihalyi(1993)113.Csikszentmihalyi(1975)(Csikszentmihalyi,1990)4.(Csikszentmihalyi,1990)(Jackson&Marsh,1996)(Sato,1988),Csikszentmihalyi(1990)5.Csikszentmihalyi(1990)(Csikszentmihalyi,1996)6.Csikszentmihalyi(1990)7.12(Csikszentmihalyi,1990)8.Csikszentmihalyi(1990)2.1.31.Maslow,1971Walker,Hull&Roggenbuck,1998Maslow1970132-3Fig2-3Maslow’s(1970)hierarchyofneeds12341452.Privette,1983Privette,1983152-4Fig2-4Comparisonamongpeakexperience,peakperformanceandflow2.1.42090Computer-mediatedcommunication,CMCTrevinoWebster(1992)TrevinoWebster1992CMCCMC16CMCCMC2-5Fig2-5Modelofe-mailandvoicemailevaluationandimpact(Trevino&Webster1992)2.1.5HoffmanN