购物网站交互性对消费者体验价值和满意度的影响

在有关消费者体验价值影响因素的研究中,很少有学者关注购物网站交互性对消费者体验价值的影响.文章在文献回顾的基础上提炼出了网站交互性的两个重要维度:双向性和控制性,并以手段——目的链理论为基础构建网站交互性与体验价值之间关系的概念模型,最后运用结构方程模型检验了网站交互性、消费者体验价值和满意度之间的关系.研究结果表明,网站交互性的双向沟通性维度是提升消费体验价值和满意度的关键.

The Influence of Interactivity of Online Shopping on Consumers' Experiential Value and Satisfaction

Research on how interactivity—the key feature of Web sites—influences consumers’ experiential value is sparse.And there is only very few scholars paying attention to that kind of influence.Based on the review,the authors summarize two important dimensions of interactivity of websites,bi-directionality and controllability.Moreover,the authors build a conceptual model about the relationship between interactivity and experiential value based on the Means-End theory.Then,they examine the relationships between the two dimensions of interactivity and consumers’ experiential value on online shopping.The results indicate that bi-directionality is a key interactivity feature for the improvement of consumers’ experiential value and satisfaction.