电商平台导购社区网购者购买意愿影响因素研究外文翻译资料

Online store atmosphere on consumer purchase intention

Abstract: In the highly competitive online market, online store atmosphere on consumer purchase intention of an important role. By analyzing the online store atmosphere on consumer purchase intention, that influence consumer purchase intention shop atmosphere of the mechanism, from lively, interactive, symbols, the four climate factors and social factors of online stores atmosphere is classified, and made suggestions for the network operators to provide a reference of ideas.

Keywords:Electronic Commerce; Online Store Atmosphere; Consumer Sentiment; Consumer Attitudes; Purchase Intention

China Internet Network Information Center (CNNIC) 2007 published at the end lt;lt;2007 China to develop the research networkgt;gt; shows the number of network operators has more than 3 000 million. Shop online store atmosphere is the first impression to customers, and with the entire customer shopping process. ambience will not only differences in the evaluation of different customers shop, online shop will also produce quality goods and services, cognitive differences, and thus affect the customers purchase intention. So, in a networked environment, atmosphere of shops on the impact of purchase intention is particularly important. This atmosphere through the online store on consumer purchase intention to explore, to seek online store through the store environment to create a competitive advantage optimizing the path selection.
First, The Literature Review

Atmosphere affect consumer perceptions of products (Obermiller and Bitner, 1984) and to consumers to the stores close to / away from activities such as consumers to patronize stores and money spent (Donovan and Rossiter, 1982; Donovan, 1994 .) definition of the traditional atmosphere of the store: the space specially designed to produce a specific effect on shoppers. that is, through the shopping environment, designed to guide shoppers in particular have a particular emotional response in order to increase the likelihood of their purchase (Kotler, 1973) . ambience factors than other marketing strategies (Baker et al, 1994) and the product itself (Kotler, 1973) for a greater impact on purchase intention.
Network environment is 'a conscious design of the network environment for online consumers to create a positive emotional and cognitive effects, in order to make a positive consumer response' (Dailey, 2004). Of Milliman and Fugate (1993) for , the network environment factors and Bricks and cement factors like the atmosphere of the store, that 'the perception of the field in the stimulation of the individual the feeling of the individual elements of any web interface.' Eroglu et al (2001), the network environment into two categories ( 1) high task-related factors. to facilitate consumers to shop Targets website to complete descriptor (verbal or pictorial); (2) task-related factors with low complete the shopping task is not important site information.
Online store atmosphere on consumer purchase intention of influencing factors, with the traditional factors of store atmosphere is the same strain. Traditional store atmosphere on consumer purchase intention of influencing factors focused on the vivid atmosphere of the traditional four-dimensional store Degree: visual elements, hearing factors, olfactory and tactile factors factors. For online stores, there are only visual and auditory stimuli are applied. odor (eg, digital scent) (Caulfield 2000) spread to most online shoppers that is also difficult to achieve. For the online store atmosphere on consumer purchase intention of influencing factors, an important direction is to the customer online store atmosphere of emotional (customer emotion) of the impact analysis. it will affect consumer attitudes by (Eroglu, etc. 2003), which affect the purchase intention.

Second, The Online Store Environment Factors On Purchase Intention

(A) Online Store Atmosphere

This paper argues that from the influence of customer emotions the main factors is the site of a lively, interactive, symbolic signs, social factors.
1. Vivid. Vividness is presented to the rich environment of human sensory information (Shih, 1998; Steur, 1992). Media (eg, television) vivid contains two dimensions: (1) depth, the sensory information fidelity; (2) breadth, that is triggered at the same time the number of sensory dimensions (Shih, 1998; Steur, 1992). vivid information than non-vivid information is more persuasive, more to attract attention, passionate emotions, stimulate interest memorable (Punam and Lauren G. Block, 1997). empirical studies have confirmed the vitality of the importance of online shopping. vividness to enhance understanding of consumer goods, changes in consumer purchasing activities in the mood state, helps consumers favor the formation of the product to stimulate consumer desire to buy, thereby affecting the consumers purchase decision (Coyle and Thorson, 2001).
2. Interactive. As scholars in different fields of knowledge with their different structure, given the different definitions of interactivity. Steuer (1992) defined interactivity as 'real-time user can modify the media environment in the form and content.' Interaction of the appeal site is considered to be key factors (Merrilees and Fry, 2002; Haubl and Trifts, 2000). For consumers, the degree of interactivity on the site will affect their perceived quality (Ghose and Dou, 1998). In this article, interactive atmosphere as visible features in the design shop, is defined as an interactive platform for online stores. online store is an interactive platform for consumers and consumers, and consumers interact online shop staff the place, interactive platform for online store including shopping evaluation system and site recommendation sy

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Online store atmosphere on consumer purchase intention

Abstract: In the highly competitive online market, online store atmosphere on consumer purchase intention of an important role. By analyzing the online store atmosphere on consumer purchase intention, that influence consumer purchase intention shop atmosphere of the mechanism, from lively, interactive, symbols, the four climate factors and social factors of online stores atmosphere is classified, and made suggestions for the network operators to provide a reference of ideas.

Keywords:Electronic Commerce; Online Store Atmosphere; Consumer Sentiment; Consumer Attitudes; Purchase Intention

China Internet Network Information Center (CNNIC) 2007 published at the end lt;lt;2007 China to develop the research networkgt;gt; shows the number of network operators has more than 3 000 million. Shop online store atmosphere is the first impression to customers, and with the entire customer shopping process. ambience will not only differences in the evaluation of different customers shop, online shop will also produce quality goods and services, cognitive differences, and thus affect the customers purchase intention. So, in a networked environment, atmosphere of shops on the impact of purchase intention is particularly important. This atmosphere through the online store on consumer purchase intention to explore, to seek online store through the store environment to create a competitive advantage optimizing the path selection.
First, The Literature Review

Atmosphere affect consumer perceptions of products (Obermiller and Bitner, 1984) and to consumers to the stores close to / away from activities such as consumers to patronize stores and money spent (Donovan and Rossiter, 1982; Donovan, 1994 .) definition of the traditional atmosphere of the store: the space specially designed to produce a specific effect on shoppers. that is, through the shopping environment, designed to guide shoppers in particular have a particular emotional response in order to increase the likelihood of their purchase (Kotler, 1973) . ambience factors than other marketing strategies (Baker et al, 1994) and the product itself (Kotler, 1973) for a greater impact on purchase intention.
Network environment is 'a conscious design of the network environment for online consumers to create a positive emotional and cognitive effects, in order to make a positive consumer response' (Dailey, 2004). Of Milliman and Fugate (1993) for , the network environment factors and Bricks and cement factors like the atmosphere of the store, that 'the perception of the field in the stimulation of the individual the feeling of the individual elements of any web interface.' Eroglu et al (2001), the network environment into two categories ( 1) high task-related factors. to facilitate consumers to shop Targets website to complete descriptor (verbal or pictorial); (2) task-related factors with low complete the shopping task is not important site information.
Online store atmosphere on consumer purchase intention of influencing factors, with the traditional factors of store atmosphere is the same strain. Traditional store atmosphere on consumer purchase intention of influencing factors focused on the vivid atmosphere of the traditional four-dimensional store Degree: visual elements, hearing factors, olfactory and tactile factors factors. For online stores, there are only visual and auditory stimuli are applied. odor (eg, digital scent) (Caulfield 2000) spread to most online shoppers that is also difficult to achieve. For the online store atmosphere on consumer purchase intention of influencing factors, an important direction is to the customer online store atmosphere of emotional (customer emotion) of the impact analysis. it will affect consumer attitudes by (Eroglu, etc. 2003), which affect the purchase intention.

Second, The Online Store Environment Factors On Purchase Intention

(A) Online Store Atmosphere

This paper argues that from the influence of customer emotions the main factors is the site of a lively, interactive, symbolic signs, social factors.
1. Vivid. Vividness is presented to the rich environment of human sensory information (Shih, 1998; Steur, 1992). Media (eg, television) vivid contains two dimensions: (1) depth, the sensory information fidelity; (2) breadth, that is triggered at the same time the number of sensory dimensions (Shih, 1998; Steur, 1992). vivid information than non-vivid information is more persuasive, more to attract attention, passionate emotions, stimulate interest memorable (Punam and Lauren G. Block, 1997). empirical studies have confirmed the vitality of the importance of online shopping. vividness to enhance understanding of consumer goods, changes in consumer purchasing activities in the mood state, helps consumers favor the formation of the product to stimulate consumer desire to buy, thereby affecting the consumers purchase decision (Coyle and Thorson, 2001).
2. Interactive. As scholars in different fields of knowledge with their different structure, given the different definitions of interactivity. Steuer (1992) defined interactivity as 'real-time user can modify the media environment in the form and content.' Interaction of the appeal site is considered to be key factors (Merrilees and Fry, 2002; Haubl and Trifts, 2000). For consumers, the degree of interactivity on the site will affect their perceived quality (Ghose and Dou, 1998). In this article, interactive atmosphere as visible features in the design shop, is defined as an interactive platform for online stores. online store is an interactive platform for consumers and consumers, and consumers interact online shop staff the place, interactive platform for online store including shopping evaluation system and site recommendation sy

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