Research on Online Consumer Behavior Based on Ezperience

摘要：

Using flow as a viable describing experience by online consumers,an online consumer behavior model is developed from consumers perception perspective. Based on this,the paper discusses which attributes would make consumers feel an experience of flow and whether creating pleasant shopping experience for consumers just as in the traditional environment would increase consumers purchasing intention. The empirical analysis by SEM (Structural Equation Modeling) shows that perceived system qualitys effect is greater on flow than perceived information quality. Having a feeling of flow can increase consumers purchasing intention. But its effect on purchasing intention is not as strong as initial trust.

关键词： Flow initial trust website attributes

作者: Haiping Wang Zhengming Hu

作者单位: School of Statistics and Mathematics,Shandong University of Finance,Jinan,China Management School,Shandong University,Jinan,China

会议类型: 国际会议

会议名称: 2009 IEEE 16th International Conference on Industrial Engineering and Engineering Management(IEEE第16届工业工程与工程管理国际学术会议)

会议地点: 北京

会议语种:英文

页码: 364-368

在线出版日期: 2009-10-21（万方平台首次上网日期，不代表论文的发表时间）