Does Website Presence Could Enhance Females′ Online Purchasing Intention?

Studies of Psychology and Behavior ›› 2017, Vol. 15 ›› Issue (2): 162-168.

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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:2017-04-24 Published:2017-03-20
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）。

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

通讯作者: 雷雳，E-mail: dr.leili@qq.com。

Abstract

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.

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

CLC Number:

B849：C93

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.

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.

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Does Website Presence Could Enhance Females′ Online Purchasing Intention?

网站临场感能否增强女性购买意愿？*

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