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现有文献对网站感知互动性前置因素的探讨还相对较少。基于S-O-R模型和氛围线索理论,理论构建熟悉度调节氛围线索影响感知互动性的理论模型。以购物网站为研究对象,采用问卷调查法收集数据,执行多元和层次线性回归分析,发现信息内容、导航系统和外观设计均会积极影响感知互动性,但信息内容对其的作用力最强,外观设计次之,而导航系统最低。此外,熟悉度会分别负向调节信息内容和导航系统与感知互动性的关系,而且它对后者关系的调节作用更强,但它不会影响外观设计与感知互动性的关系。该研究结论有助于揭示网站氛围线索如何影响感知互动性,并对网商营造网站氛围以提高互动性体验有重要启示。
Existing literature on the perceived interaction of the site before the factors discussed is relatively small. Based on the S-O-R model and ambience clue theory, a theoretic model of familiarity adjusting ambience cues influencing perceptual interaction is constructed theoretically. Taking the shopping website as the research object, the questionnaire survey was used to collect the data and perform the multiple linear regression analysis. It was found that the information content, the navigation system and the exterior design all had a positive impact on perceived interactivity, but the information content had the strongest effect on it. Followed by the design, navigation system and the lowest. In addition, familiarity negatively regulates the relationship between content and navigation systems, respectively, and perceived interactivity, and it regulates the relationship more strongly, but it does not affect the relationship between design and perceived interactivity. The conclusions of this study can help reveal how the clues of website ambience affect perceived interactivity and provide important implications for the online merchants to create a website atmosphere and improve the interactive experience.