Understanding factors affecting consumer intention to shop in a virtual world
Understanding factors affecting consumer intention to shop in a virtual world
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DOI：
10.1016/j.jretconser.2012.08.001
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发表时间：
2012-11-01
影响因子：
10.4
通讯作者：
MacGillivray, Maureen
中科院分区：
文献类型：
--
作者：
Domina, Tanya;Lee, Seung-Eun;MacGillivray, Maureen
本研究的目的是了解影响消费者在虚拟世界中购物意愿的因素，并分析这些因素之间的关系。特别是，本研究探讨了消费者创新性（消费者寻求新奇、消费者独立判断）作为外部变量，通过虚拟世界应用对消费者体验（易用性、控制、专注、享受）的影响来间接影响消费者意图。研究结果表明，消费者感知到的享受和控制对他们的购物意图产生积极影响。虽然消费者的新奇寻求对购物意向没有显着影响，但消费者的独立判断通过其对感知控制、享受和易用性的积极影响，间接显着影响了消费者在虚拟世界中购物的意向。 (C) 2012 Elsevier Ltd. 保留所有权利。
The objectives of this study were to understand that factors affecting consumer intention to shop in a virtual world and to analyze the relationships among these factors. Particularly, this study explored consumer innovativeness (consumer novelty seeking, consumer independent judgment making) as an external variable that influences consumer intention indirectly through its effects on consumer experiences with the virtual world application (ease of use, control, concentration, enjoyment). The findings indicated that consumers perceived enjoyment and control positively influenced their shopping intentions. While consumer novelty seeking had no significant effect on shopping intention consumer independent judgment making significantly affected consumers intention to shop in a virtual world indirectly through its positive effects on perceived control, enjoyment, and ease of use. (C) 2012 Elsevier Ltd. All rights reserved.