湖南大学学报（社会科学版）Issue(2)：52-57,6.
电子商务网站特征对消费者虚拟体验的影响研究∗
The Effect of the Characteristic of E-commerce Website on Costomers'Virtual Experience
摘要
Abstract
Virtual experience is vital in electronic business.The study adapts questionnaire to collect da-ta,while testifies the hypothesis by hierarchical regression and dominance analysis.It researches on the in-fluence of website interactivity and vividness on the flow experience.Besides that,it explores the modera-ting mechanism of product involvement on website characteristics and flow experience.It comes to the fol-lowing conclusions:Firstly,website interactivity and vividness exert significantly positive influence on flow experience.Secondly,website vividness is more effective than website interactivity when forecasting flow experience.Thirdly,consumer’s individual trait-product involvement positively moderates the rela-tionship between website interactivity and flow experience,such that website interactivity is more positive-ly related to flow experience when product involvement is higher.关键词
网站特征/虚拟体验/心流体验/产品涉入度Key words
website characteristics/virtual experience/flow experience/product involvement分类
管理科学引用本文复制引用
吴小梅,郭朝阳..电子商务网站特征对消费者虚拟体验的影响研究∗[J].湖南大学学报（社会科学版）,2015,(2):52-57,6.基金项目
福建省出国留学奖学金出国留学面上项目资助,闽教合作〔2012〕496号 （）
