网站临场感能否增强女性购买意愿？*

心理与行为研究 ›› 2017, Vol. 15 ›› Issue (2): 162-168.

网站临场感能否增强女性购买意愿？*

王财玉¹ , 邢亚萍², 雷雳²

1 信阳师范学院心理学系，信阳 464000;
2 中国人民大学心理学系，北京 100872

收稿日期:2016-12-01 出版日期:2017-03-20 发布日期:2017-04-24
通讯作者: 雷雳，E-mail: dr.leili@qq.com。

Does Website Presence Could Enhance Females′ Online Purchasing Intention?

Wang Caiyu¹, Xing Yaping², Lei Li²

1 Department of Psychology, Xinyang Normal University, Xinyang 464000;
2 Department of Psychology, Renmin University of China, Beijing 100872

Received:2016-12-01 Online:2017-03-20 Published:2017-04-24
Supported by:
国家自然科学基金项目（71502157）、教育部人文社会科学重点研究基地项目（14JJD190005）、北京市社会科学基金重点项目（15SHA005）和信阳师范学院‘南湖学者奖励计划’青年项目（Nanhu Scholars Program for Young Scholars of XYNU）。

摘要/Abstract

摘要： 为了克服网络虚拟性的影响，网络商铺往往通过提升网站临场感以弥补购物体验不足的问题。那么，网站临场感是否会对女性消费者这一细分群体产生影响呢？本研究从网站临场感的视角出发，以女大学生为研究对象、服装网站为实验材料，采用实验法研究了网站临场感对女性网络购买意愿的影响及其发生机制。研究发现：网站临场感对女性网络购买意愿具有显著的正向影响；网站临场感可以通过风险感知和沉醉感的中介作用对女性网络购买意愿产生影响，且该中介作用包含了三条路径，即风险感知的中介作用、沉醉感的中介作用以及风险感知和沉醉感的链式中介作用。

关键词: 网站临场感, 风险感知, 沉醉感, 网络购买意愿

Abstract: With the development of the Internet, online shopping has been known and accepted by the public. Few studies researched the online shopping behaviors from the perspective of website presence, not to mention the studies focused on female students. Based on the self-designed clothing shopping websites, the present study analyzed the female students′ online purchasing intention mechanism from the view of website presence. Conclusions were as follows: 1)Website presence had a significant influence on female′ online purchasing intention. Compared with low level presence, the subjects in high presence had stronger purchase intention. 2)Perceived risk and Flow had partial mediator effects between Website presence and online purchasing intention, which meant presence would enhance the sense of flow and reduce the sense of perceived risk. 3)Perceived risk and Flow had sequence mediator effects between website presences and online purchasing intention, which meant presence could promote the integration of emotion and cognition in online shopping process.

Key words: website presences, perceived risk, flow, online purchasing intention.

中图分类号:

B849：C93

王财玉, 邢亚萍, 雷雳. 网站临场感能否增强女性购买意愿？*[J]. 心理与行为研究, 2017, 15(2): 162-168.

Wang Caiyu, Xing Yaping, Lei Li. Does Website Presence Could Enhance Females′ Online Purchasing Intention?[J]. Studies of Psychology and Behavior, 2017, 15(2): 162-168.

参考文献

[1] 董大海, 李广辉, 杨毅.(2005). 消费者网上购物感知风险构面研究. 管理学报, 2(1), 55-60.
[2] 王财玉, 雷雳.(2013). 电子口碑影响力产生机制与市场应用研究前沿探析. 外国经济与管理, 35(10), 62-71, 80.
[3] 中国互联网络信息中心.(2015.12). 第37次中国互联网络发展状况统计报告. 来自互联网: http://www.cnnic.cn.
[4] Chang, M. L., & Wu, W. Y.(2012). Revisiting perceived risk in the context of online shopping: An alternative perspective of decision-making styles. Psychology & Marketing, 29(5), 378-400.
[5] Coyle, J. R., & Thorson, E.(2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.
[6] Csikszentmihalyi, M., & LeFevre, J.(1989). Optimal experience in work and leisure. Journal of personality and social psychology, 56(5), 815-822.
[7] Dodds, W. B., Monroe, K. B., & Grewal, D.(1991). Effects of price, brand, and store information on buyers′ product evaluations. Journal of marketing research, 307-319.
[8] Dholakia, R. R., & Zhao, M.(2009). Retail web site interactivity: How does it influence customer satisfaction and behavioral intentions? International Journal of Retail Distribution Management, 37(10), 821-829.
[9] Drengner, J., Jahn, S., & Furchheim, P.(2013). Die eignung von social networking-plattformen für die ablaufkontrolle von events: Eine empirische untersuchung unter rückgriff auf die erlebnisqualit. In Events und Sport(pp. 153-178). Springer Fachmedien Wiesbaden.
[10] Ettis, S.(2013). Telepresence, flow, and behaviour in the virtual retail environment. User Behavior in Ubiquitous Online Environments, 173-179.
[11] Featherman, M. S., & Pavlou, P. A.(2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
[12] Fiore, A. M., Kim, J., & Lee, H. H.(2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53.
[13] Fortin, D. R., & Dholakia, R. R.(2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.
[14] Jalilvand, M. R., & Samiei, N.(2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460-476.
[15] Hassanein, K., & Head, M.(2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708.
[16] Hausman, A. V., & Siekpe, J. S.(2009). The effect of web interface features on consumer online purchase intentions Journal of Business Research, 62(1), 5-13.
[17] Hsu, C. L., Chang, K. C., & Chen, M. C.(2012). Flow experience and internet shopping behavior: Investigating the moderating effect of consumer characteristics. Systems Research and Behavioral Science, 29(3), 317-332.
[18] Jahng, J., Jain, H., & Ramamurthy, K.(2001). The impact of electronic commerce environment on user behavior: the case of a complex product. E-Service Journal, 1(1), 41-53.
[19] Korzaan, M. L., & Boswell, K. T.(2008). The influence of personality traits and information privacy concerns on behavioral intentions. Journal of Computer Information Systems, 48(4), 15-24.
[20] Lombard, M., & Jones, M. T.(2007). Identifying the(Tele) presence literature. PsychNology Journal, 5(2), 197-206.
[21] Peng, Y., & Ke, D.(2015). Consumer trust in 3D virtual worlds and its impact on real world purchase intention. Nankai Business Review International, 6(4), 381-400.
[22] Schiffman, L. G., Hansen, H., & Kanuk, L. L.(2008). Consumer behaviour: A European outlook. Pearson Education.