考虑情感介入的消费者网购决策机制研究：基于网站质量视角

Revealling consumer decision mechanism of online shopping is the premise for online retailers to attract and retain online shopping users.Online shopping behavior creates new features different from traditional shopping behavior. When consumers make an online shopping decision, they will generate website involvement. Moreover, the affective dimension of website involement has increasingly more impact on consumer online shopping decision than cognitive dimension.Online shopping website stimulus can significantly influence consumer affective involvement toward website. Aiming at these new questions and changes, this project will draw on the SOR model, use various methods, i.e., interview, lab experiment, and survey, to examine how website quality influences decision behavior from a perspective of website involvement.The main research content includes: (1) the mediating role of website involvement in relations between website quality and consumers' decision behavior, (2) the moderating effect of consumer characteristics and product characteristics on relationship between website quality and website involvement, and (3) the moderating effect of regulatory focus on relationship between website involvement and decision behavior. The theoratical contribution of this project is to examine consumer online shopping decision mechanism from the perspective of website quality, to consider both cognitive and affective dimensions of website involvement, and to develop a "cognitive-affective"dual path model to explain how website influences decision behavior. We also make contribution to research methodology by introducing physiological measurement technology to IS research. This project also provides online retailers with decision support when designing website and developing marketing strategies.

揭示消费者网购决策机制是在线零售商吸引并留住网购用户的前提。网购行为具有不同于传统购买行为的新特点，消费者在网购决策过程中会产生网站介入（包括认知和情感），其中的情感介入对网购决策产生重要影响，而且购物网站的刺激是引发情感介入的重要因素。针对这些新问题、新变化，本项目使用"刺激-有机体-反应"分析框架，综合采用访谈、实验室实验和问卷调查等方法，从网站质量视角探索研究消费者网购决策机制。主要内容包括：（1）网站介入在网站质量与决策行为关系中的作用；（2）消费者特征和产品类型对网站质量与网站介入关系的调节影响；（3）调节焦点对网站介入与决策行为关系的作用机理。本项目理论贡献是从网站质量视角研究消费者网购决策机制，综合考虑网站介入的认知和情感维度，提出网站质量影响决策行为的"认知-情感"双路径模型，并且通过引入生理测量技术实现研究方法创新。预期成果还可以为优化网站设计和营销策略提供决策支持。

情绪驱动的在线用户行为决策机制以及信息技术商业价值创造是管理信息系统领域的核心问题和前沿问题之一。本项目聚焦消费者和企业信息技术使用两个情境，综合“刺激-有机体-反应”模型、情绪启发式、后悔理论、习惯理论、IT资源基础观等，采取实验室实验、问卷调查、二手数据相结合的方法，不仅系统研究了网站质量对消费者情绪及决策行为，以及消费者情绪对用户移动支付使用行为决策的影响机理，还探究了非工作时间信息技术使用对用户情绪反应的作用机制，以及经济下行时期信息技术对中国上市公司财务绩效的持续影响效应，初步构建了情绪驱动的在线用户行为决策理论体系，在经济下行时期重新检验并验证了信息技术商业价值创造效应。经过四年多的研究，课题组在Electronic Commerce Research、Industrial Management & Data Systems、Cyberpsychology, Behavior, and Social Networking、信息系统学报、系统工程理论与实践、中国管理科学、研究与发展管理、管理学报、PACIS、WHICEB、CNAIS等国内外重要学术期刊和会议发表论文24篇，其中SCI/SSCI检索3篇，国家自然科学基金委管理科学部重要学术期刊4篇。