The Influence of Online Atmosphere on Perceived Quality, Satisfaction and Purchase Intention

2013 Fifth International Conference on Service Science and Innovation Pub Date : 2013-05-29 DOI:10.1109/ICSSI.2013.26

Sharlin Chen, F. Cheng

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引用次数: 3

Abstract

The purpose of this study is to examine the effect of online store atmosphere elements on consumer responses in terms of perceived product quality, information quality and satisfaction. More specific, an experimental design of online shopping website was established. The experiment was a 3 (website design: text/text plus product picture /text plus human picture) x 2 (website appeal: product describe/storytelling) between-subjects factorial design. The results indicated that (1) participants exposed to different website designs revealed significant different responses on perceived information quality, product and satisfaction. Among three conditions, text plus product picture resulted in more favorable responses than text only design, (2) website appeal did not result in significant responses, (3) text plus product picture with storytelling appeal resulted in the highest level of responses, followed by text plus human picture with storytelling appeal. Results from current study could offer possible direction for the website designer to build an ideal online shopping website with appropriate atmosphere factor.

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网络氛围对感知质量、满意度和购买意愿的影响

本研究旨在探讨网络商店氛围因素对消费者感知产品质量、信息质量和满意度的影响。具体来说，建立了一个网上购物网站的实验设计。实验是一个3(网站设计:文字/文字+产品图片/文字+人物图片)x 2(网站吸引力:产品描述/讲故事)的受试者因子设计。结果表明:(1)不同网站设计的被试在感知信息质量、产品和满意度上表现出显著差异。在三种情况下，文字加产品图片比纯文字设计的反应更有利，(2)网站诉求没有显著的反应，(3)文字加产品图片具有讲故事的吸引力的反应最高，其次是文字加人的图片具有讲故事的吸引力。本文的研究结果可以为网站设计人员构建理想的网络购物网站提供可能的方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

2013 Fifth International Conference on Service Science and Innovation

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