摘要
以购物网站为研究背景,在服务场景和共创价值等理论基础上,构建服务场景、顾客契合、共创价值和购买意愿的影响关系模型。针对国内购物网站收集394份有效问卷,并进行多元回归分析。研究结果表明:审美诉求、功能布局和财务安全均对共创价值具有积极的正向影响;审美诉求、功能布局对顾客契合具有正向的影响;财务安全对认知过程和情感的影响均不显著,但是它对行为具有积极的影响;认知过程在审美诉求和功能布局分别与共创价值的关系中具有部分中介效应作用;行为在服务场景的三个维度分别与共创价值的关系中均具有部分中介效应作用。
Taking shopping websites as the research background, effect relationship model between servicescape, customer engagement, co-creation value and purchase intention were constructed based on the theory of servicescape and co-creation value. 394 valid questionnaires were collected in domestic shopping websites, and multiple regression analysis was tan＇led out. The results show that aesthetic appeal, functional layout and financial security all have significant positive effect on co-creation value; aesthetic appeal and functional layout have positive effect on customer engagement; financial security has no significant effect on cognitive progress and emotion, but it has significant effect on behavior： Cognitive progress has partial mediating effect on the relationship between aesthetic appeal and co-creation value and between tunctional layout and co-citation value. Behavior has partial mediating effect on the relationship between the three dimensions of servicescape and co-creation value.
作者
涂剑波
陶晓波
杨一翁
TU Jianbo;TAO Xiaobo;YANG Yiweng(School of economics and management,North China University of Technology,Beijing 100144)
出处
《财经论丛》
CSSCI
北大核心
2018年第12期95-104,共10页
Collected Essays on Finance and Economics
基金
国家自然科学基金项目(71702002
71502003)
北京市自然科学基金面上项目(9182003)
北方工业大学优秀青年教师培养计划项目(XN019021)
北方工业大学毓青人才支持计划资助项目(18XN012-103)
关键词
服务场景
共创价值
顾客契合
购物网站
购买意愿
Servicescape
Co-creation Value
Customer Engagement
Shopping Websites
Purchase Intention
作者简介
涂剑波（1982-），男，贵州贵阳人，北方工业大学经济管理学院讲师，博士；;陶晓波（1981-），男，重庆市人，北方工业大学经济管理学院副教授，博士；;杨一翁（1983-），男，湖南长沙人，北方工业大学经济管理学院讲师，博士。
