网上购物:网络体验因素的作用

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2019-05-21 DOI:10.1504/IJEMR.2019.10021474

N. Salleh, N. C. Ha, P. Kitchen, A. Mohd‐Any

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引用次数: 1

摘要

本文考察了流理论衍生的可用性、交互性、信任和美学等网络体验因素对购买意愿的影响。从分发的360份问卷中，收集了300份回复。使用逻辑回归分析，结果表明可用性、互动性和信任与购买意愿呈正相关，而美学与购买意愿无关。在线零售商似乎应该根据商品类型和所面向的市场，采用有针对性的美学方法来开发网络商店。因此，零售商可以吸引新客户，保留现有客户，并改善他们对网络商店的态度。

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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Online purchasing: the role of web experience factors

This paper examines the effect of web experience factors such as usability, interactivity, trust and aesthetics derived from flow theory on purchasing intention. From 360 questionnaires distributed, 300 responses were gathered. Using logistic regression analysis, results indicate that usability, interactivity and trust are positively and significantly associated with purchasing intention whereas aesthetics is not. It seems that online retailers should adopt a targeted aesthetics approach in developing a web store depending on the type of merchandise and the markets approached. As such, retailers can lure new customers, retain existing ones and improve their attitudes toward web stores.

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.