信息资源管理学报 ›› 2017, Vol. 7 ›› Issue (3): 15-23.doi: 10.13365/j.jirm.2017.03.015

• 专题-可穿戴式设备用户行为研究 • 上一篇    下一篇

网站界面设计对消费者购买可穿戴设备意愿的影响研究

赵杨 赵雨 吴江   

  • 收稿日期:2017-03-16 出版日期:2017-07-26 发布日期:2017-07-26
  • 作者简介: 赵杨,女,副教授、硕士生导师,研究方向为用户行为、可穿戴设备,Email:yangzhao_0813@hotmail.com;赵雨,女,硕士研究生,研究方向为用户行为、可穿戴设备;吴江,男,教授,博士生导师,研究方向为社会网络、信息计量、在线医疗研究。
  • 基金资助:

    本文系湖北省高等学校省级教学研究项目“‘互联网+’背景下电子商务专业实践教学体系改革研究”和国家自然科学基金项目“内容关系互动下的在线医疗社区用户行为演化研究”(71573197)的成果之一。

An Empirical Research on the Influence of Web Interface Design on Consumers’ Intention to Purchase Wearable Equipment

Zhao Yang Zhao Yu Wu Jiang   

  • Received:2017-03-16 Online:2017-07-26 Published:2017-07-26

摘要:

随着智能化信息时代的来临,各类可穿戴设备正成为电子商务网站上的热销商品。网站界面是呈现商品信息的主要媒介,其设计效果对消费者购买意愿具有重要影响。本文应用精细加工可能性模型(ELM)和媒介丰富度理论(MRT)研究网站界面设计对消费者购买可穿戴设备意愿的影响,采用实验法和问卷调查法进行实证研究。研究结果表明:网站界面的信息丰富度对消费者理解商品和感知网站质量具有正向影响;消费者对商品的理解和网站质量的感知与其最终购买意愿具有显著正相关性;消费者对网站界面的质量感知和对商品的理解受到价格调节作用的影响。

关键词: 精细加工可能性模型(ELM),  媒介丰富度理论(MRT),  可穿戴设备,  网站界面设计,    , 购买意愿

Abstract:

With the advent of intelligent information age, all kinds of wearable equipments are becoming hot commodity on e-commerce websites. As the main medium to show commodity information, the design effect of web interface has a significant impact on the consumers’ purchase intention. Based on Elaboration Likelihood Model (ELM) and Media Richness Theory (MRT), this paper aims at the research of the influence of web interface design on consumers’ intention to purchase wearable equipment, and collects data by the experimental method and questionnaire surveys. The results show that the information richness of the web interface has a positive effect on the consumers’ product understanding and perception of the website design; product understanding and perception of the website design have significant influence on consumers’ purchase intention; price has a significant moderating effect to the relationship between web interface and consumers’ perception of website design and product understanding.

Key words: Elaboration Likelihood Model (ELM); Media Richness Theory(MRT); Wearable equipment;   , Web interface design; Purchase intention;

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