消费者网购时的质量感知和多感官感知对购买意向的影响

IF 3.9 4区 管理学 Q2 BUSINESS
Bo Han, Pei Li, Xiaoqin Tan
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引用次数: 0

摘要

目的如何减少服装网购中的不确定性已成为消费者最关心的问题。本研究旨在探究质量感知和多感官感知对消费者网上服装购买意向的影响,并探讨信任的中介效应。研究结果显示,感知信息质量、感知服务质量、感知触觉图像和感知视听线索对购买意向有显著影响。此外,消费者的信任与购买意向呈正相关。信任在感知(感知的信息质量、感知的服务质量、感知的触觉意象和感知的视觉-听觉线索)和购买意向之间起到了中介作用。 原创性/价值为了研究多感官感知对购买意向的影响,本研究采用了感知的触觉意象作为变量。本研究探讨了信任在多感官感知和购买意向之间的中介作用。本研究的结论可丰富服装网购领域的刺激-组织-反应(S-O-R)框架和信息系统(IS)成功模型。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The effects of quality perception and multisensory perception on purchase intention when consumers shop online

Purpose

How to reduce uncertainty in clothing online purchasing has become a primary concern for consumers. This study aims to investigate the effects of quality perception and multisensory perception on consumer online clothing purchase intention and to explore the mediating effect of trust.

Design/methodology/approach

This study was conducted with consumers who have online clothing shopping experiences. A total of 539 valid samples were analyzed by bootstrap and structural equation model.

Findings

The result of this research revealed that perceived information quality, perceived service quality, perceived haptic imagery and perceived visual-audio cues have a significant influence on purchase intention. Additionally, consumers’ trust is positively correlated with purchase intention. Trust mediates the relationship between the perceptions (perceived information quality, perceived service quality, perceived haptic imagery and perceived visual-audio cues) and purchase intention, irrespectively.

Originality/value

To investigate the effects of multisensory perception on purchase intention, perceived haptic imagery is adopted as a variable in this study. This study investigates the mediating role of trust between multisensory perception and purchase intention. The findings of this study can enrich Stimulus-Organism-Response (S-O-R) framework and Information System (IS) success model in the field of clothing online shopping.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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