Research on the Relationship between Servicescape, Co-creation Valueand Purchase Intention in Shopping Websites——Mediating Effect of Customer Engagement

Abstract

Abstract: Taking shopping websites as the research background, effect relationship model between servicescape, customer engagement, co-creation value and purchase intention were constructed based on the theory of servicescape and co-creation value.394 valid questionnaires were collected in domestic shopping websites, and multiple regression analysis was carried out. The results show that aesthetic appeal, functional layout and financial security all have significant positive effect on co-creation value; aesthetic appeal and functional layout have positive effect on customer engagement; financial security has no significant effect on cognitive progress and emotion, but it has significant effect on behavior. Cognitive progress has partial mediating effect on the relationship between aesthetic appeal and co-creation value and between functional layout and co-creation value. Behavior has partial mediating effect on the relationship between the three dimensions of servicescape and co-creation value.

Key words: Servicescape, Co-creation Value, Customer Engagement, Shopping Websites, Purchase Intention

摘要： 以购物网站为研究背景,在服务场景和共创价值等理论基础上,构建服务场景、顾客契合、共创价值和购买意愿的影响关系模型。针对国内购物网站收集394份有效问卷,并进行多元回归分析。研究结果表明:审美诉求、功能布局和财务安全均对共创价值具有积极的正向影响;审美诉求、功能布局对顾客契合具有正向的影响;财务安全对认知过程和情感的影响均不显著,但是它对行为具有积极的影响;认知过程在审美诉求和功能布局分别与共创价值的关系中具有部分中介效应作用;行为在服务场景的三个维度分别与共创价值的关系中均具有部分中介效应作用。

关键词: 服务场景, 共创价值, 顾客契合, 购物网站, 购买意愿

CLC Number:

F713.50

TU Jianbo, TAO Xiaobo, YANG Yiweng. Research on the Relationship between Servicescape, Co-creation Valueand Purchase Intention in Shopping Websites——Mediating Effect of Customer Engagement[J]. , 2018, 34(12): 95-104.

涂剑波,陶晓波,杨一翁. 购物网站服务场景、共创价值与购买意愿——顾客契合的中介效应[J]. 财经论丛, 2018, 34(12): 95-104.

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