北京邮电大学学报(社会科学版) ›› 2013, Vol. 15 ›› Issue (1): 42-49.

• 电子商务 • 上一篇    下一篇

移动商务顾客的消费体验行为意向——基于顾客认知和消费情感

  

  1. (1重庆邮电大学 经济管理学院,重庆400065;2重庆信科设计有限公司,重庆401121)
  • 出版日期:2013-02-28 发布日期:2023-03-27

Behavioral Intention Study of Consumption Experience of Mobile Business Customers#br# ——Based on Customers’ Cognition and Emotion

  1. (1College of Economics and Management, Chongqing University of Posts and Telecommunications,
    Chongqing 400065, China;2Chongqing Information Technology Designing Co,LTD,Chongqing 401121)
  • Online:2013-02-28 Published:2023-03-27

摘要:

信息技术期望确认模型(ECM-IT)研究了感知有用性、体验结果与顾客满意、重复使用之间的关系,但是顾客购后行为还包括抱怨和继续使用,顾客情感也对顾客购后行为有影响。因此,本文以ECM-IT为基础,从顾客认知和顾客情感两方面来研究顾客消费体验行为意向,并利用结构方程对理论模型进行实证研究, 提出相应的对策建议。研究结果表明,移动商务顾客对资费比较敏感,并且在不满意的情况下,男性比女性更容易产生抱怨、投诉行为;同时,认知因素和情感因素会受到体验结果的影响,还会对顾客购后行为有显著影响。

关键词: 信息技术期望确认模型, 正面情感, 负面情感, 移动商务

Abstract:

Expectation-confirmation model in the context of IT(ECM-IT) studies the relationship among the perceived usefulness, the results of consumption experience and customer satisfaction and repeated use However, post-purchase behavior includes complaint and continual use, and customer emotion also influences the post-purchase behavior Therefore, this paper, based on ECM-IT, studies behavioral intention of consumers’ consumption experience in the two aspects of customer cognition and customer emotion, uses structural equation model (SEM) to make an empirical analysis, and proposes several suggestions The research results show that the mobile business customers are sensitive to the charges, and male customers are more likely to complain than female customers At the same time, the cognitive and emotional factors are affected by experience results, and influence post-purchase behavior

Key words: expectation-confirmation model in the context of IT, positive emotion, negative emotion, mobile business

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