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Basic perspectives on consumers' Web-related communication and behavior: The concept of value expectations and interactive communication.

机译：消费者与Web相关的交流和行为的基本观点：价值期望和交互式交流的概念。

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This dissertation investigates the effect of online consumers' value expectations and website interactivity on consumers' cognitive, affective and conative reactions. The study explores the question, "how do consumers value expectations and perceptions of interactivity contribute to positive consumer reactions, including better knowledge, more positive feelings and enhanced purchase probabilities?". As such, it offers a contribution to communications theory and practice.; There are several points that distinguish this research. First, consumer value is treated as the value expectations of a consumption experience. Therefore, consumer value expectations represent the consumer's best guess of the amount and type of value he/she will receive from a web-based consumption experience. As a result, two dimensions of value expectations are operationalized. Hedonic value expectations (HVE), rooted strongly in the experiential paradigm, and utilitarian value expectations (UVE), more strongly rooted in the information processing paradigm, are used to capture value expectations. Also, interactivity is considered at both the objective and subjective level. Three interactivity components, subjective control (SC), perceived reciprocal communication (PRC) and perceived timeliness of response (PTR) are manipulated experimentally. A subjective interactivity measure assesses the effectiveness of those manipulations. Therefore, the study tests the effect of consumers' value expectations (HVE and UVE) and web site interactivity (SC, PRC and PTR) on consumers' knowledge and beliefs, consumer affect and attitude, and consumers' retail patronage intention.; Based on this perspective, this study conducts an experiment and tests these relationships within a 2 (HVE/UVE) * 2 (Slow/Fast PTR) * 2 (Low/High PRC) * 2 (Low/High SC) between subjects factorial design.{09}A pretest was used to develop and refine the study measures and manipulations. The manipulations were implemented within a retail web site created especially for this study. Shoppers were told to pretend they were shopping for a gift for a father who loves fishing. The website was set up as a retail fishing store.; GLM-MANOVA and GLM-regression analyses were used to test most of the model hypotheses. The overall results include several highlights: (1) Both HVE and UVE are positively related to all key consumption outcomes: consumer knowledge, consumer beliefs, positive affect, attitudes and patronage intention. (2) The results also show that web site attitudes and affect are important drivers of patronage intentions. Indeed, they mediate the relationship between value expectations and outcomes like patronage intention. (3) The results also show that the interactivity dimensions did not produce the positive effects predicted. SC, PRC and PTR showed few positive relationships with study outcome variables.; These results have important theoretical and practical implications. They help us understand better similarities and differences between virtual exchange and real face to face exchange, they suggest improved web-based communications and most importantly, they point to significant avenues for further research.

机译：本文研究了在线消费者的价值期望和网站互动对消费者的认知，情感和交往反应的影响。该研究探讨了一个问题：“消费者如何看待互动的期望和看法，从而有助于消费者产生积极的反应，包括更好的知识，更积极的感受和更高的购买概率？”。因此，它为传播理论和实践做出了贡献。有几点使这项研究与众不同。首先，将消费者价值视为消费体验的价值期望。因此，消费者价值期望代表了消费者对他/她将从基于网络的消费体验中获得的价值的数量和类型的最佳猜测。结果，价值期望的两个维度得以实现。享乐价值期望（HVE）强烈植根于经验范式，功利价值期望（UVE）植根于信息处理范式，用于捕获价值期望。同样，在客观和主观层面都考虑了交互性。实验操作了三个交互组件，主观控制（SC），感知到的相互沟通（PRC）和感知到的及时性（PTR）。主观互动性评估可评估这些操作的有效性。因此，该研究测试了消费者的价值期望（HVE和UVE）和网站交互性（SC，PRC和PTR）对消费者的知识和信念，消费者的情感和态度以及消费者的购物意愿的影响。基于此观点，本研究进行了一项实验，并在受试者析因设计之间的2（HVE / UVE）* 2（Slow / Fast PTR）* 2（Low / High PRC）* 2（Low / High SC）内测试了这些关系。。{09}使用了预测试来开发和完善研究方法和操作。这些操作是在专门为此研究创建的零售网站中实现的。告诉购物者假装他们是在为爱钓鱼的父亲买礼物。该网站被设置为零售钓鱼商店。使用GLM-MANOVA和GLM回归分析来检验大多数模型假设。总体结果包括以下几个重点：（1）HVE和UVE与所有关键的消费结果都呈正相关：消费者的知识，消费者的信念，积极的影响，态度和光顾意向。（2）结果还表明，网站的态度和影响是赞助意图的重要驱动力。的确，他们调解了价值期望与顾客意愿等结果之间的关系。（3）结果还表明，交互性维度未产生预期的积极影响。 SC，PRC和PTR与研究结果变量之间几乎没有正相关。这些结果具有重要的理论和实践意义。它们帮助我们了解虚拟交换与真实面对面交换之间更好的相似性和差异，它们建议改进基于Web的通信，最重要的是，它们指出了进一步研究的重要途径。

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作者
Kim, Chulho.;
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作者单位

The University of Southern Mississippi.;

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授予单位 The University of Southern Mississippi.;
学科 Mass Communications.
学位 Ph.D.
年度 2004
页码 183 p.
总页数 183
原文格式 PDF
正文语种 eng
中图分类传播理论;
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机译：决策是分析有关问题情况的信息并将其与特定结论进行比较的过程，以解决特定的问题（Yıkılmaz，2001; Miller和Byrnes，2001）。决策风格是一种机制，受到内部和外部条件的影响，确定个人决定的方向，决策过程的内容以及决策过程的结果（PAYNE，BETTMAN和BEDNE） Johson，1993;Bavol'ár和奥萨洛瓦，2015）。法案是认知行为治疗家庭的当代成员。行为（验收和承诺治疗）具有与行为疗法和认知疗法的类似和不同方向（Herbet和Forman，2011; Hayes，2004）。 KKT在分析行为中使用存在性和认知方法来响应古典行为治疗方法。 KKT是一个科学翼，试图解决人类问题，旨在解决有问题的人类行为（铅垂，斯图尔特，Dahl和Lundgren，2009）。有人认为，当我们国家的瞄准国家进行筛选时，有关行动方法的新方法几乎没有研究，并且认为我们的国家将为完成工作做出贡献的心理咨询领域。在研究的范围内，使用实验和对照组和初步测试，使用后测试和后续测量的2x3实验设计。该研究的研究小组包括共24名（12个实验和12个对照组）大学学生在不同的部门和水平上学习，在2015-2016学术上继续进行2015-2016的学术年度2015-2016学年年。实验和对照组参与者的平均年龄是20.实验组中有12名参与者，7名女性和5名男性，12名参与者，7名女性和5名男性。研究人员准备的个人信息表格和决策制定风格规模在研究中使用。为了决定在分析数据的过程中使用的测试，参与者的决策风格刻度预测的分数主要在实验和对照组中进行，分析了参数的基本期望吗？测试得到了回答。由于对实验和对照组给出了从决策曲调标度获得的分数，偏移和峰度分子系数。确定该分布是正常的在成熟的-WILK试验结果中，其中每亚级的偏差和刚度系数在-1到+1之间排名。实验和对照组的参与者;决策式预测测量的同质性测试结果表明数据是均匀的。根据毛毛环保试验的结果，已确定工作支持假设。据确定，从依赖决策风格的实验和对照组获得的预测分数之间没有显着差异，但测试组在测试后的分数内显示出较低的平均分数和后续的分数 - 测试。因此，可以说，应用于实验组的面向活动的心理教育程序减少了决策风格子维度的依赖决策风格分数，并且心理教育程序具有持久的效果。据确定，从实验和对照组自发决策风格获得的预测试，测试后和后续评分之间没有显着差异。因此，可以说这种情况不会导致从应用于实验组的活动导向的心理教育程序的决策风格分数的自发决策风格分数显着差异。行为的心理教育计划在个人直观的决策风格下降，但这种减少并没有产生显着的差异。因此，可以说，这种情况不会在从应用于实验组的KKT导向的心理教育程序的决策风格分数中产生有意义的决策风格分数。从实验和对照组的理性决策风格获得的预测分数显示后检验后和随访评分之间存在差异，但这种差异并不重要。由于分析，确定测试组的理性决策风格较高，而不是后测试和后续分数的预测分数，而对照组合理决策风格的后测试和后续测试分数显示出与预测试分数相比的减少。预测分数。决策款式扩展避免决策由于分析了预测试，测试后和后续措施的班次评分的平均分数，发现群体效应是微不足道的。确定实验和对照组从避免决策风格获得的预测评分中显着不同，但在测试后和后续测试的分数内没有显示出任何重大变化。

Basic perspectives on consumers' Web-related communication and behavior: The concept of value expectations and interactive communication.

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