摘要
理解新零售新电商情境下消费者线上体验对重复购买意愿的影响机理,对于促进电商平台市场销售,提升电商平台产业化进程尤为重要。以花卉电商作为研究情境,构建电商平台重购意愿研究模型,运用结构方程研究方法,探讨线上展示体验、网络口碑体验、情感需求体验、社交互动体验和平台交易体验对重购意愿的影响,检验产品卷入度的中介效应和价格的调节效应。实证结果表明:线上展示体验、网络口碑体验、情感需求体验、社交互动体验、平台交易体验对重购意愿具有显著正向影响;产品卷入度在线上展示体验、网络口碑体验、情感需求体验、社交互动体验、平台交易体验与重购意愿间具有部分中介效应;价格正向调节线上体验与产品卷入度间因果关系。
Understanding the influence mechanism of consumer online experience on repurchase intention under the new retail and new e-commerce context is particularly important for promoting the market sales of e-commerce platforms and promoting the industrialization process of e-commerce platforms.Construct the research model of repurchase intention of flower e-commerce platform with structural equation research method,discussing the influence of online display experience,online word-of-mouth experience,emotional demand experience,social interaction experience and platform trading experience on repurchase intention.And test the mediating effect of product involvement and the moderating effect of price.The empirical results show that online display experience,online word of mouth experience,emotional demand experience,social interaction experience,platform trading experience have a significant positive impact on the repurchase intention.There is a partial mediating effect between product involvement,online display experience,online word-of-mouth experience,emotional demand experience,social interaction experience,platform trading experience and repurchase intention.Price positively moderates the causal relationship between online experience and product involvement.
作者
张蓓
刘凯明
招楚尧
ZHANG Bei;LIU Kai-ming;ZHAO Chu-yao(School of Economics&Management,South China Agriculture University,Guangzhou 510642,China;Research Center for Green Development of Agriculture,South China Agriculture University,Guangzhou 510642,China;Humanities Department,Guangxi Agricultural Vocational and Technical University,Nanning 530001,China)
出处
《统计与信息论坛》
CSSCI
北大核心
2021年第12期103-115,共13页
Journal of Statistics and Information
基金
国家自然科学基金面上项目“生鲜电商平台产品质量安全风险社会共治研究”(71873046)
国家自然科学基金重点项目“生产供应过程的食品安全风险识别与预警研究”(71633002)
国家自然科学基金青年科学基金项目“农产品伤害危机责任归因与消费者逆向行为形成机理研究”(71503085)。
关键词
消费者
线上体验
重购意愿
产品卷入度
价格
花卉电商平台
consumer
online experience
repurchase intention
product involvement
price
flower e-commerce platform
