首页 | 本学科首页   官方微博 | 高级检索  
     检索      


Driving Goal-Directed and Experiential Online Shopping
Authors:Hung-Pin Shih  Bih-Huang Jin
Institution:1. Department of Information Management , Hsuan Chuang University , Taiwanhpshih@hcu.edu.tw;3. Department of Business Administration , Tunghai University , Taiwan
Abstract:Goal-directed and experiential online shopping are two general categories of consumer behavior on the Internet. Internet stores promoting online transactions may face challenges regarding how to satisfy distinct online shoppers. This study develops a dual-state of cognitive and affective reactions to online services and flow experiences to predict goal-directed and experiential online consumer behavior. This survey mailed 300 questionnaires to a random sample of volunteers with substantial online shopping experience. Of these, 150 samples were returned for data analysis. Empirical results from the survey indicate that the dual-state of online services is more appropriate for assessing goal-directed purchase intentions than for examining the willingness to purchase experientially. In contrast, the dual-state of flow experiences is better at assessing goal-directed purchase intentions and the willingness to purchase experientially. Finally, this study features implications for academics and practitioners.
Keywords:online services  flow experiences  flow theory  goal-directed consumer behavior  experiential consumer behavior  Web environments
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号