| 基于消费者体验的在线购物价值研究 |
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| 引用本文： | 贺和平,周志民. 基于消费者体验的在线购物价值研究[J]. 商业经济与管理, 2013, 1(3): 63-72 |
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| 作者姓名： | 贺和平 周志民 |
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| 作者单位： | 深圳大学管理学院 |
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| 基金项目： | 国家自然科学基金项目“在线品牌社群社会网络影响前因及对品牌关系的作用机制研究:嵌入理论的视角”(71272090);广东高校优秀青年创新人才培养计划项目“基于消费者体验的在线购物价值研究”(wym11107) |
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| 摘 要： | 伴随着在线零售的迅速发展，在线购物体验及其衍生的购物体验价值日益受到学术界和实务人士的重视。基于消费者体验视角，本文考察了在线购物体验的四个维度，即感官体验、实用体验、认知体验与关系体验，识别出在线购物体验价值的四种类型，包括经济性价值、社会性价值、享乐性价值以及利他性价值——本研究证实的一种新的购物体验价值，发现消费者感知的在线购物体验会正向影响购物体验价值，后者又会对在线购物意向产生正向影响。研究还发现，性别、互联网经验、网购年龄及网购频率会影响消费者的在线购物体验及体验价值感知。
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| 关 键 词： | 在线购物体验 购物体验价值 购物意向 |
| 收稿时间： | 2012-09-05 |
A Study of Online Shopping Value Based on Consumer Experiences |
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| HE He-ping , ZHOU Zhi-min. A Study of Online Shopping Value Based on Consumer Experiences[J]. Business Economics and Administration, 2013, 1(3): 63-72 |
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| Authors: | HE He-ping ZHOU Zhi-min |
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| Affiliation: | (College of Management,Shenzhen University,Shenzhen 518060,Guangdong) |
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| Abstract: | As the online retailing is rapidly developing, the importance of online shopping experiences has been emphasized. From the consumer experience perspective, online shopping experiences are decomposed into sensory, pragmatic, cognitive and relational experiences. Online shopping value is perceived by online shoppers from economic, social, hedonic and altruistic dimensions, which are driven by online shopping experiences. Online shopping value has positive impact on online shopping intention. Moreover, the impact of gender, internet expertise, online shopping ages and frequency is approved. |
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| Keywords: | online shopping experience shopping experiential value shopping intention |
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