购物网站中的社会线索和顾客行为意向的关系研究.pdfVIP

购物网站中的社会线索与顾客行为意向的关系研究* 赵晓煜；曹忠鹏；李慢 （东北大学工商管理学院，沈阳 110004 ） 摘要：网络购物由于缺少面对面的沟通和互动而被认为缺乏人际温暖，通过在购物网站中植入情感和社会线索， 可能会对顾客的心理和行为产生积极的影响。基于社会临场感理论，采用实验法研究了在购物网站中植入印象型 （带有特定社会意义的图片和文本）和交互型（购物助手）两类社会线索与顾客购物体验之间的关系。研究结果 表明：在网站中植入社会线索有利于提升顾客的社会临场感，从而对顾客的感知有用性、信任、以及不同层次购 物需求的满足感产生积极作用，进而提升顾客的网络购物意愿；证实了在购物网站中植入社会线索有助于改善顾 客体验的理论假设，为B2C 电子商务网站的设计和管理提供了新的启示。 关键词：网络购物；社会线索；社会临场感；顾客体验 中图分类号：C931 文献标识码：A Empirical study of the relationship between social cues in e-commerce website and customer behavioral intentions ZHAO Xiaoyu ；CAO Zhongpeng ；LI Man (School of Business Administration ，Northeastern University ，Shenyang 110004，China) Abstract ：Online shopping lacks human warmth and sociability. Infusing emotional and social cues might have positive impact to customers ’psychology and behavior. Based on social presence theory， an empirical study was conducted to investigate the relationship between customers ’ experience and two type social cues ，imaginative social cues (picture and text with particular social meaning) and interactive social cues (online shopping assistant). The results show that the social cues embedded in the website have a positive effect on enhancing social presence of customers and will improve the customers perceived usefulness ，trust and different shopping demands (functional，hedonic and symbolic) ，and thus will enhance the customers online shopping intention. The research verifies the theoretical assumptions which infusing social cues in website is helpful to improve the customer experience and provides a new enlightenment for design and management of the B2C e-commerce web sites. Key words ：Online shopping ；Social cues；Social presence；Customer experience 零售商的双重压力，迫切需要提升管理水平来应对