網(wǎng)絡(luò)環(huán)境下消費(fèi)者心流體驗(yàn)對網(wǎng)站偏好的影響研究.pdf

1、西南交通大學(xué)碩士學(xué)位論文網(wǎng)絡(luò)環(huán)境下消費(fèi)者心流體驗(yàn)對網(wǎng)站偏好的影響研究姓名：牛才華申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：葉乃沂20091001西南交通大學(xué)碩士研究生學(xué)位論文第1I頁AbstractFlowexperienceisanimportantexperienceTheresearchesonithavegainedalotofachievementsintheareasofsports，Internetaddiction，ed

2、ucationandSOonWiththecontinuingresearch，scholarshavebegantoapplytheflowexperiencetothefieldofonlineshoppingbehaviorHowever，thestudyinthisaspectinChinaisrelativelyweakSoatthispoint，theresearchinthispaperontheonlineconsume

3、rpurchasingbehaviorbasedonflowtheoryhasaconsiderabletheoreticalandpracticalsignificanceOnthebasisofformerresearchfruitsofscholarsathomeandabroad，thispapermakesthePAT(Person，Artefact，Task)modelasbasis，introducesFlowtheory

4、andTrusttheoryconstructsthemodelofhowflowexperienceandtrustaffectedtheconsumer’Spreferencetoshoppingwebsffe，byusingflowexperienceandtrustasdependentvariablesandinternetinteractionandinvolvementasprevariables，andthenempir

5、icallyteststherelationshipsamongthesevariablesandthemodelDuringtheoperationofthisstudy，interviewmethodisusedformanytimestoamendthequestionnaireinordertoensurethevalidityofvariablesmeasuringBesides，datesofthestudyareobtai

6、nedbyrandomsamplingintwoways—networkresearchandfieldresearchThemodelandrelationassumptionaretestedandanalyzedbySPSS150softwarepackagethroughCronbach’Salphareliabilityanalysis，factoranalysis，Pearsoncorrelationanalysisandr

7、egressionanalysisTheoutcomeshows：(1)Interactinteractionandinvolvementhavetheremarkableforwardinfluencetotheflowexperience；(2)Internetinteractionandinvolvementhavetheremarkableforwardinfluencetothetrust；(3)Flowexperiencea

8、ndtrusthavetheremarkableforwardinfluencetothepreference；(4)Themoreonlineshoppingexperienceaconsumerhas，thestrongerflowexperienceheCanperceive；(4)aconsumercouldperceivestrongerflowexperiencewhenhehasgoal—directedbehaviort

9、hanwhenhehasexperientialbehaviorAnywayalltheseoutcomeconfirmstheassumedmodelandrelationsinthispaperAccordingtOtheabovestudyanumberofmarketingproposalsaremadeforwebsiteadministrativestafftoenhanceconsumers’preferencetothe