商业研究

商业研究 ›› 2013, Vol. 55 ›› Issue (6): 66-76.DOI: 1001-148X（2013）06-0066-11

• 商经理论 • 上一篇    下一篇

线下环境因素对消费者体验意愿的影响

廖成林，刘吟   

  1. （重庆大学 经济与工商管理学院，重庆 400044）
  • 修回日期:2013-06-10 出版日期:2013-06-10

Effects of Offline Environment Factors on Consumer Experience Intention

LIAO Cheng-lin, LIU Yin   

  1. (School of Economics and Business Administration, Chongqing University, Chongqing 400044, China)
  • Revised:2013-06-10 Online:2013-06-10

摘要： 本文以刺激-机体-反（S-O-R）馈范式的理论框架为基础，结合体验营销理论、环境因素理论以及让渡价值理论，依据296份有效的样本数据，利用SPSS软件和LISREL软件进行数据处理，运用结构方程模型进行检验假设，分析了各线下体验环境要素对消费者体验意愿的影响机制。研究结果显示：线下体验商店（或展厅）的环境刺激对消费者体验意愿存在明显的间接影响效应，且商店环境中的设计因子的间接影响效应最大，而社会因子的间接影响效应最小；当消费者受到不同的环境因子刺激时，不同特征的消费者所产生的价值感知和体验成本感知存在明显的差异。

关键词: 线下体验环境, 消费者特征, 价值感知, 体验成本感知, 体验意愿

Abstract: Based on the S-O- R theory framework, combined with experience marketing theory, the theory of environmental factors and customer delivered value theory, according to the 296 samples, by using SPSS software and LISREL software to analyze the data, and using the structural equation model to test the hypothesis, this paper empirically studied the influence mechanism of factors of offline-experience environment on consumers′ experience intention. #br#The results showed that: the environmental stimulation has indirect effect on consumers′ experience intention, the design factor has the most effect, but the social factor has the minimum effect. #br#As the same time, when consumer received the different environmental stimulations,consumers with the different characteristics generated the different perception values and experience perception costs.

Key words: offline environment factors, consumers′ characteristic, perception value, perception cost, experience intention