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引用次数: 0
摘要
本研究旨在利用刺激有机体反应（SOR）框架，通过序列中介模型研究消费者的网购体验如何影响网购意向。研究收集了 378 份来自印度网购消费者的有效回复，并使用 SPSS Process Macro Model 6 对数据进行了分析。研究结果表明，网购体验（OSE）对网购意向（INT）有积极影响。此外，结果还支持信任和态度在 OSE 和 INT 之间具有中介效应。最后，序列中介结果表明，信任和态度作为序列中介共同显著影响了 OSE 对 INT 的影响。研究结果为在线零售商提供了实用的启示，同时也深入探讨了理论贡献。
The Antecedents of Online Purchase Intention During Covid-19: A Serial Mediation Approach
The objective of this study is to investigate how consumers’ online shopping experience influence online purchase intention through a serial mediation model using stimulus organism response (SOR) framework. 378 valid responses were collected from online shoppers in India and the data were analyzed using the SPSS Process macro model 6. The findings showed that online shopping experience (OSE) positively influenced online purchase intention (INT). Further, the result supported that trust and attitude has mediation effect between OSE and INT. Finally, the serial mediation results found that trust and attitude together as sequential mediators significantly influenced the impact of OSE on INT. The results offer practical insights for online retailers and the study also delves into the discussion of theoretical contributions.
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