网店友好性对消费者愉快和唤起情感的效应研究

被引：5

作者：

武瑞娟 ^{[1
]}

王承璐 ^{[2
]}

机构：

[1] 天津理工大学管理学院

[2] 纽黑文大学商学院

来源：

当代财经 | 2013年 / 11期

关键词：

社会反应理论; 网店友好性; 愉快和唤起;

D O I：

暂无

中图分类号：

F724.6 [电子贸易、网上贸易]; F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

网店是否像实体店一样具有友好的特性呢?如果有,哪些线索表现网店这种友好的特性?整合文献结果发现,友好的语言、互动性和社会角色三种线索可以表现网店的友好性。网店友好性还会进一步影响消费者愉快和唤起情感。通过对31 3名被试者进行单因素组间实验,结果发现网店友好性正向影响消费者愉快和唤起;在网店友好性与愉快和唤起关系中,环境反应性起调节作用,享乐价值调节网店友好性对唤起的影响效应,不调节对愉快的影响效应。

引用

页码：66 / 76

页数：11

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