摘要
体验升级是消费升级的重要内容,也是零售企业应该重视的一个要素。文章基于心流理论和S-O-R模型,采用情境实验法,以在校大学生为实验对象探究了智能购物体验对消费者购买意愿的影响机制及其边界条件。研究发现:智能购物体验能够显著提高消费者的购买意愿;智能购物体验对消费者购买意愿的影响存在两条路径,一是直接影响消费者购买意愿,二是通过心流体验间接影响消费者购买意愿;产品类型对智能购物体验与消费者购买意愿的关系具有调节作用,具体来讲,在购买搜索型产品过程中,信息类(VS娱乐类)智能购物体验对心流体验的正向影响更大,在购买体验型产品过程中,娱乐类(VS信息类)智能购物体验对心流体验的正向影响更大。研究可以为数字技术与实体经济相融合,释放智能技术的发展红利提供理论指导。
Experience upgrade is an important part of consumption upgrade,and it is also an element that retail enterprises should attach importance to.Based on the flow theory and S-O-R model,this paper adopts the situational experiment method to explore the influence mechanism and boundary conditions of intelligent shopping experience on consumers’purchase intention with college students as the experimental objects.The study found that:intelligent shopping experience can significantly improve consumers’purchase intention;there are two paths in the impact of smart shopping experience on consumers’purchase intention,one is to directly affect consumers’purchase intention,and the other is to indirectly affect consumer purchase through flow experience.Product type has a moderating effect on the relationship between smart shopping experience and consumers’purchase intention.Specifically,in the process of purchasing search-based products,information(VS entertainment)smart shopping experience has a more positive impact on flow experience.In the process of purchasing experience-based products,entertainment(VS information)smart shopping experience has a greater positive impact on flow experience.This study can provide theoretical guidance for the integration of digital technology and real economy to release the development dividends of intelligent technology.
作者
汪旭晖
徐微笑
王新
WANG Xu-hui;XU Wei-xiao;WANG Xin(School of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,Liaoning,China)
出处
《消费经济》
CSSCI
北大核心
2022年第3期87-96,共10页
Consumer Economics
基金
国家社会科学基金重大项目(20ZD&322)
国家自然科学基金面上项目(71672026)
国家自然科学基金面上项目(71972030)。
关键词
智能购物体验
心流体验
消费者购买意愿
产品类型
Intelligent Shopping Experience
Flow Experience
Consumer Purchase Intention
Product Type
