摘要
本研究是对社会临场感运用于网络在线购买行为的探索性研究。网络购物环境中时空分离与沟通方式的变化带来新的顾客体验特征,使得社会临场感成为消费者在线购买过程中重要的影响因素。大量关于社会临场感的研究表明,社会临场感体现了新传播媒介的效果。传播媒介对社会产生影响主要根据媒介所提供给用户的社会临场感而定,将社会临场感运用于在线购买研究具有必要性和可行性。笔者认为,应当明确社会临场感在网络购物行为研究中的"角色定位"和研究路径,并预设了社会临场感运用于在线购物行为研究中的主要变量和逻辑关系。
This is an exploratory study of online shopping behavior with the application of social presence. The separation of time and space as well as the change of communication methods in the online shopping have brought about new customer experiences, and led the social presence to be a significant factor in the customers＇online shopping. Lots of studies about social presence indicate that social presence exhibits the effect of new communication medium. The influence of communication medium on the society depends on the social presence of the customers provided by the medium. It＇s both necessary and possible that applying the social presence to the study of online shopping behavior. This paper proposes that it should define the ＂role＂ and approach of social presence in the study of online shopping. In addition, it presets the major variables and logic when applying social presence to the study of online shopping behavior.
出处
《国际新闻界》
CSSCI
北大核心
2014年第5期133-146,共14页
Chinese Journal of Journalism & Communication
基金
国家社科基金项目(项目编号13CXW034)
华中科技大学自主创新研究基金(人文社科)(项目编号2013WQ022)的资助~~
关键词
社会临场感
在线购买行为
虚拟体验
social presence, online shopping behavior, virtual experience
