标题：Research on online consumer behavior based on experience
作者：Wang, Haiping ;Hu, Zhengming
作者机构：[Wang, Haiping ] School of Statistics and Mathematics, Shandong University of Finance, Jinan, China;[Hu, Zhengming ] Management School, Shandong Unive 更多
会议名称：2009 IEEE 16th International Conference on Industrial Engineering and Engineering Management, IE and EM 2009
会议日期：21 October 2009 through 23 October 2009
来源：IE and EM 2009 - Proceedings 2009 IEEE 16th International Conference on Industrial Engineering and Engineering Management
关键词：Flow; Initial trust; Website attributes
摘要：Using flow as a viable describing experience by online consumers, an online consumer behavior model is developed from consumer's perception perspective. Based on this, the paper discusses which attributes would make consumers feel an experience of flow and whether creating pleasant shopping experience for consumers just as in the traditional environment would increase consumers' purchasing intention. The empirical analysis by SEM (Structural Equation Modeling) shows that perceived system quality's effect is greater on flow than perceived information quality. Having a feeling of flow can increase consumer's purchasing intention. But its effect on purchasing intention is not as strong as initial trust. ©2009 IEEE.