工商管理学院知识库

近年来，随着电子商务的迅猛发展，越来越多的学者开始将学术视野聚焦于有关网购消费者的购买意愿、购买行为等研究，并取得了丰富的兼具理论和实践意义的研究成果，进一步促进了电子商务的发展。而随着居民收入水平的提高和电子商务的快速发展，消费者行为和消费者心理也变的愈发复杂多样。不同于网购初期仅满足消费者的购买需求，现如今的消费者将更多的关注点聚焦于网购体验，注重网购的整体过程。网购体验又对消费者购买意愿产生着影响，进而影响电子商务企业营收及长远发展。

然而相关研究仅涉及了消费体验、消费行为等方面，从心流体验角度出发探索网购体验对消费者购买意愿影响的研究较少。本文以网络购物为研究情景，探讨了网购体验对于消费者购买意愿的影响，以及心流体验在网购体验和购买意愿之间的中介作用，为电子商务企业创造优质的网购体验提供理论依据和实践指导。首先，本文通过对国内外相关研究的整理和总结，明析了心流体验的基本概念界定并将其引入消费者行为学的相关研究，笔者着眼于心理学和营销学的交叉领域，基于SOR理论、卷入理论及沉浸理论，构建了网购体验、心流体验、购买意愿的理论研究假设模型。其次，借鉴其他学者制作的成熟量表，并结合当下实际研究背景形成调查问卷，运用线上、线下相结合的方式对问卷进行收集，共计获得326份有效问卷。接着运用SPSS25和Amos23工具分别对所收集的数据进行描述性统计分析、可靠性有效性的检验、因子分析及相关分析。最后，运用层次回归分析和Bootstrapping分析验证假设中各变量间的关系及心流体验的中介作用。

根据实证研究得出结论：感官体验正向影响心流体验，功能体验正向影响心流体验，情感体验正向影响心流体验；网购体验对购买意愿有直接的正面影响；网购体验能够通过心流体验间接对购买意愿产生正向影响，即心流体验在网购体验和消费者购买意愿中间起部分正向中介作用。基于上述研究结论，并结合在线购物发展的实际情况，试为电子商务企业提出有针对性的管理建议。

With the rapid development of e-commerce, more and more scholars begin to pay attention to the research on the purchase intention and behavior of online consumers in recent years. Meanwhile, there have been rich researches of both theoretical and practical significance, which further improve the development of commerce in return. Also, with the improvement of residents’ income, consumer’s behavior and physical state have produced some changes. Nowadays consumers pay more attention on the overall process of online shopping, which is totally different from the early stage only focusing on meeting the buying needs. Online shopping experience has an impact on consumer’s purchase intention, which in turn affects the revenue and long-term development of e-commerce enterprises.

However , relevant studies only involve the aspects of consumption experience and behavior, only a few has explored the influence of the impact between online shopping experience and consumer’s purchase intention from the perspective of flow experience. Taking online shopping experience as the research scenario, this paper discusses the impact of online shopping experience on consumers' purchase intention, and the intermediary role of flow experience between online shopping experience and purchase intention so as to provide theoretical basis and practical guidance for e-commerce enterprises to create high-quality online shopping experience.

First of all, by combing and reviewing the existing domestic and foreign relevant literature, based on SOR theory, involvement theory and immersion theory, this paper constructs the theoretical research hypothesis model of online shopping experience, flow experience and purchase intention. The author introduce the concept of flow experience and explore the application value of immersion theory in the study of consumer purchase intention. Secondly, the questionnaire was formed by referring to the mature scales made by other scholars and combining with the actual research background. 326 questionnaires were wholly collected through the combination of online and offline methods. The author used statistical analysis software SPSS25 and AMOS23 tools to conduct descriptive statistical analysis, reliability and validity test, confirmatory factor analysis and correlation analysis of the collected data. Finally, hierarchical regression analysis and Bootstrapping analysis were used to verify the relationship between the variables in the hypothesis and the mediating effect of flow experience.

According to the empirical study, the results show that sensory experience, functional experience, emotional experience all positively affects flow experience. Online shopping experience positively influences purchasing intention based on flow experience. Flow experience plays a partial intermediary role between online shopping experience and consumers' purchase intention. Based on the research conclusions and combined with the actual background of the development of online shopping, this paper puts forward relevant and targeted management suggestions for e-commerce enterprises.