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首页> 外文期刊>Journal of retailing and consumer services >Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China
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Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China

机译：在线消费者行为及其与网站大气诱导流量的关系：对中国在线旅行社的见解

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Although the study of flow has recently received a lot attention, little is published about what factors controllable by firms influence its formation. Furthermore, there is a lack of knowledge between the relationship of website atmospheric cues and flow experience. Using a stimulus-organism-response framework (S-O-R framework) as the theoretical basis, this study examines the impact of consumer perceptions of website atmospheric cues (informativeness, effectiveness and entertainment) on the development of flow and its subsequent impact on purchase intention and satisfaction. A self-administered online survey was used for data collection through an internet market research firm which randomly selected individuals from its online panel. Our results support the validity of the S-O-R framework in the context of online tourism and indicate that flow fully mediates the three site atmospheric cues with regards to purchase intention and satisfaction with the travel website. This study enhances our understanding on the determinants of online purchase intention and satisfaction as well as on how a proper web atmospheric design alters consumer shopping experience which entices favourable purchase intention and generates satisfaction.
机译：尽管最近对流动的研究引起了广泛的关注，但是关于企业可控制的哪些因素影响流动的形成的文献很少。此外，网站大气线索与流量体验之间的关系缺乏知识。本研究以刺激有机体响应框架（SOR框架）为理论基础，研究了消费者对网站气氛线索（信息性，有效性和娱乐性）的感知对流量发展的影响及其对购买意愿和满意度的后续影响。 。自我管理的在线调查通过一家互联网市场研究公司用于数据收集，该公司从其在线面板中随机选择个人。我们的结果支持在线旅游背景下S-O-R框架的有效性，并表明该流程在购买意向和对旅游网站的满意度方面完全中介了这三个站点的大气线索。这项研究使我们对在线购买意向和满意度的决定因素以及正确的网络氛围设计如何改变消费者的购物体验（引起良好的购买意愿并产生满意度）的理解有了进一步的了解。

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