网店情境中消费者体验价值对满意影响效应研究
The Study of the Effects of Consumer Experiential Value on Satisfaction in Online Store

作者: 武瑞娟 :天津理工大学管理学院,天津;

关键词: 体验价值愉快满意环境反应性休闲购物者Experiential Value Pleasure Satisfaction Atmosphere Responsiveness Recreational Shopper

摘要:
研究探讨了在网店情境中,消费者体验价值对满意的影响效应。通过对296名学生网店体验分析,研究发现消费者四种体验价值:投资回报、良好的服务、美感和玩乐性对满意有显著正向影响。在消费者体验价值与满意关系中,愉快情感起部分中介作用。在美感体验价值和满意关系中,环境反应性起调节作用。在玩乐性体验价值和满意关系中,休闲购物者调节作用显著。研究还发现,在投资回报体验价值与满意关系中,环境反应性和休闲购物者均起重要调节作用。

Abstract: This research examines how consumer experiential value affects satisfaction. Based on the analysis of online store experience of 296 student samples, this paper finds four kinds of experiential value—customer return on investment (CROI), service excellence, aesthetics, and playfulness, which positively impact satisfaction. Pleasure partially mediates the effects of consumer experi-ential value on satisfaction. In the relationship between aesthetics and satisfaction, atmosphere responsiveness is an important moderator. Recreational shopper moderates the effects of play-fulness on satisfaction. In the relationship between CROI and satisfaction, atmosphere respon-siveness and recreational shopper are both important moderators.

文章引用: 武瑞娟 (2016) 网店情境中消费者体验价值对满意影响效应研究。 现代市场营销, 6, 53-68. doi: 10.12677/MOM.2016.64007

参考文献

[1] Mathwick, C., Malhotra, N. and Rigdon, E. (2001) Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, 77, 39-56.
http://dx.doi.org/10.1016/S0022-4359(00)00045-2

[2] Wu, C.H.J. and Liang, R.D. (2009) Effect of Experiential Value on Customer Satisfaction with Service Encounters in Luxury-Hotel Restaurants. International Journal of Hospitality Management, 28, 586-593.
http://dx.doi.org/10.1016/j.ijhm.2009.03.008

[3] Verhagen, T., Feldberg, F., Hooff, B.V.D., Meents, S. and Merikivi, J. (2011) Satisfaction with Virtual Worlds: An Integrated Model of Experiential Value. Information & Management, 48, 201-207.
http://dx.doi.org/10.1016/j.im.2011.02.004

[4] Nsair, Z.B. (2012) Managing Browsing Experience in Retail Stores through Perceived Value: Implications for Retailers. International Journal of Retail & Distribution Management, 40, 676-698.
http://dx.doi.org/10.1108/09590551211255965

[5] Holbrook, M.B. (1999) Consumer Value. Routledge, London.
http://dx.doi.org/10.4324/9780203010679

[6] Holbrook, M.B. and Hirschman, E.C. (1982) The Experiential Aspects of Con-sumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9, 132-140.
http://dx.doi.org/10.1086/208906

[7] Babin, B.J., Darden, W.R. and Griffin, M. (1994) Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20, 644-656.
http://dx.doi.org/10.1086/209376

[8] Tsiotsou, R. (2006) The Role of Perceived Product Quality and Overall Satisfaction on Purchase Intentions. International Journal of Consumer Studies, 30, 207-217.
http://dx.doi.org/10.1111/j.1470-6431.2005.00477.x

[9] Mcquitty, S., Finn, A. and Wiley, J.B. (2000) Systematically Varying Consumer Satisfaction and Its Implications for Product Choice. Academy of Marketing Science Review, 10, 1-16.

[10] Mittal, V., Ross, W.T. and Baldasare Jr., P.M. (1998) The Asymmetric Impact of Negative and Positive Attribute- Level Performance on Overall Satisfaction and Repurchase Intentions. Journal of Marketing, 62, 33-47.
http://dx.doi.org/10.2307/1251801

[11] Oliver, R.L. (1980) A Cognitive Model of the Antecedents and Consequences of Satis-faction Decisions. Journal of Marketing Research, 17, 460-469.
http://dx.doi.org/10.2307/3150499

[12] Oliver, R.L. (1981) Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57, 25-48.

[13] Cole, S.T. and Illum, S.F. (2006) Examining the Mediating Role of Festival Visitors’ Satisfaction in the Relationship between Service Quality and Behavioral Intentions. Journal of Vacation Marketing, 12, 160-173.
http://dx.doi.org/10.1177/1356766706062156

[14] Baker, D.A. and Crompton, J.L. (2000) Quality, Satisfaction and Behavioral Intentions. Annals of Tourism Research, 27, 785-804.
http://dx.doi.org/10.1016/S0160-7383(99)00108-5

[15] Giese, J.L. and Cote, J.A. (2000) Defining Consumer Satisfaction. Academy of Marketing Science Review, 1, 1-23.

[16] Posselt, T. and Gerstner, E. (2005) Pre-Sale vs. Post-Sale E-Satisfaction: Impact on Repurchase Intention and Overall Satisfaction. Journal of Interactive Marketing, 19, 35-47.
http://dx.doi.org/10.1002/dir.20048

[17] Oliver, R.L. (1993) Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20, 418-430.
http://dx.doi.org/10.1086/209358

[18] Gustafsson, A., Johnson, M.D. and Roos, I. (2005) The Effects of Customer Satisfaction Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing, 69, 210-218.
http://dx.doi.org/10.1509/jmkg.2005.69.4.210

[19] Spais, G.S. and Vasileiou, K.Z. (2006) An Ordinal Regression Analysis for the Explanation of Consumer Overall Satisfaction in the Food Marketing Context: The Managerial Implications to Consumer Strategy Management at a Store Level. Database Marketing & Customer Strategy Management, 14, 51-73.
http://dx.doi.org/10.1057/palgrave.dbm.3250036

[20] Childers, T.L., Carr, C.L., Peck, J. and Carson, S. (2001) Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior. Journal of Retailing, 77, 511-535.
http://dx.doi.org/10.1016/S0022-4359(01)00056-2

[21] Monsuwe, T.P., Dellaert, B.G.C. and Ruyter, K.D. (2004) What Drives Consumers to Shop Online? A Literature Review. International Journal of Service Industry Management, 15, 102-121.
http://dx.doi.org/10.1108/09564230410523358

[22] Fiore, A.M. and Kimle, P.A. (1997) Understanding Aesthetics for the Merchandising and Design Professional. Fairchild, New York.

[23] Fiore, A.M., Yah, X.L. and Yoh, E. (2000) Effects of a Product Display and Environmental Fragrancing on Approach Responses and Pleasurable Experience. Psychology & Marketing, 17, 27-54.
http://dx.doi.org/10.1002/(SICI)1520-6793(200001)17:1<27::AID-MAR3>3.0.CO;2-C

[24] Fiore, A.M. (2002) Effects of Ex-periential Pleasure from a Catalogue Environment on Approach Responses toward Fashion Apparel. Journal of Fashion Marketing and Management, 6, 122-133.
http://dx.doi.org/10.1108/13612020210429467

[25] Constantinides, E. (2004) Influencing the Online Consumer Behavior: The Web Experience. Internet Research, 14, 111-126.
http://dx.doi.org/10.1108/10662240410530835

[26] Ha, Y. and Lennon, S.J. (2010) Online Visual Merchandising (VMD) Cues and Consumer Pleasure and Arousal: Purchasing versus Browsing Situation. Psy-chology & Marketing, 27, 141-165.
http://dx.doi.org/10.1002/mar.20324

[27] Eroglu, S.A., Machleit, K.A. and Davis, L.M. (2001) Atmosphere Qualities of Online Retailing: A Conceptual Model and Implications. Journal of Business Research, 54, 177-184.
http://dx.doi.org/10.1016/S0148-2963(99)00087-9

[28] Gehrt, K.C. and Carter, K. (1992) An Exploratory Assessment of Catalog Shopping Orientations: The Existence of Convenience and Recreational Segments. Journal of Direct Marketing, 6, 29-39.
http://dx.doi.org/10.1002/dir.4000060107

[29] Girard, T., Korgaonkar, P. and Silverblatt, R. (2003) Relationship of Type of Product, Shopping Orientations, and Demographics with Preference for Shopping on the Internet. Journal of Business and Psychology, 18, 101-120.
http://dx.doi.org/10.1023/A:1025087021768

[30] Ohanian, R. (2011) Consumers’ Shopping Effort and Evaluation of Store Image Attributes: The Roles of Purchasing Involvement and Recreational Shopping Interest. Journal of Applied Business Research, 8, 40-49.
http://dx.doi.org/10.19030/jabr.v8i4.6123

[31] Brown, M., Pope, N. and Voges, K. (2003) Buying or Browsing? An Exploration of Shopping Orientations and Online Purchase Intention. European Journal of Marketing, 37, 1666-1684.
http://dx.doi.org/10.1108/03090560310495401

[32] Norman, P. and Hoyle, S. (2004) The Theory of Planned Behavior and Breast Self-Examination: Distinguishing between Perceived Control and Self-Efficacy. Journal of Applied Social Psychology, 34, 694-708.
http://dx.doi.org/10.1111/j.1559-1816.2004.tb02565.x

[33] Kang, H., Hahn, M., Fortin, D.R., Hyun, Y.J. and Eom, Y. (2006) Effects of Perceived Behavioral Control on the Consumer Usage Intention of E-Coupons. Psychology & Marketing, 23, 841-864.
http://dx.doi.org/10.1002/mar.20136

[34] Reynolds, K.E., Jones, M.A., Musgrove, C.F. and Gillison, S.T. (2012) An Investiga-tion of Retail Outcomes Comparing Two Types of Browsers. Journal of Business Research, 65, 1090-1095.
http://dx.doi.org/10.1016/j.jbusres.2011.09.001

[35] Loiacono, E.T., Watson, R.T. and Goodhue, D.L. (2007) WEBQUAL: An Instrument for Consumer Evaluation of Web Sites. International Journal of Electronic Commerce, 11, 51-87.
http://dx.doi.org/10.2753/JEC1086-4415110302

[36] Macham, J.G. and Netemeyer, R.G. (2002) A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts. Journal of Marketing, 66, 57-71.
http://dx.doi.org/10.1509/jmkg.66.4.57.18512

[37] Eroglu, S.A., Machleit, K.A. and Davis, L.M. (2003) Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses. Psychology & Marketing, 20, 139-150.
http://dx.doi.org/10.1002/mar.10064

[38] Guiry, M., Magi, A.W. and Lutz, R.J. (2003) Defining and Measuring Recreational Shopper Identity. Journal of the Academy of Marketing Science, 34, 74-83.
http://dx.doi.org/10.1177/0092070305282042

[39] 温忠麟, 张雷, 侯杰泰, 刘红云. 中介效应检验程序及其应用[J]. 心理学报, 2004, 36(5): 614-620.

分享
Top