【作者】 宋志一； 朱海燕； 陈雪梅；

【Author】 Zhiyi Song,Xuemei Chen,Haiyan Zhu Department of Psychology,Yunnan Normal University,Kunming,650000

【机构】 云南师范大学心理系；

【摘要】 据中国网络信息中心(CNNIC)统计,2009中国网络购物用户规模已达1.08亿人。网络营销已发展成为一种重要的营销方式,现代企业越来越重视和加强网络营销,纷纷推出自己的网上商城。因此,分析消费者的购物情绪体验及购物心理需求之间的关系,成为当务之需。然而,国内外关于网络购物与实体店购物差别的探讨较少。本研究在实证研究的基础上考察大学生在两种购物模式下的情绪体验差异,综合提出大学生网络购物与实体店购物的情绪体验的差异维度所在,有助于更全面地审视大学生网络购物行为及其情绪体验的问题。研究以某地区高校大学生为研究对象,采用深入访谈、问卷调查、因素分析、定性与定量研究相结合等研究方法,编制并检验了编制了《大学生网络购物、实体店购物的情绪体验差异量表》与《大学生购物心理需求量表》,探讨了大学生网络购物和实体店购物的情绪体验差异维度,并考察了其与购物心理需求之间的关系。研究得到以下结论:1、本研究编制的《大学生网络购物、实体店购物的情绪体验差异量表》与《大学生购物心理需求量表》符合心理测量学要求,具有良好的信效度,可以作为测量大学生网络购物、实体店购物的情绪体验差异及购物心理需求的工具。2、大学生网络购物、实体店购物的情绪体验差异包括五个维度,分别为:自由感体验、成就感体验、可靠真实性体验、价格关注体验、售后服务体验。3、大学生购物心理需求包括四个维度,分别为:成就需求、情感需求、社交需求、金钱需求。4、成就需求与成就感体验显著相关;情感需求与自由感体验、成就感体验显著相关;社交需求与自由感体验、售后服务体验显著相关;金钱需求与成就感体验、价格关注体验显著相关。更多还原

【Abstract】 Choosing college students in Nanjing area as the research object,through the combination of qualitative and quantitative research and other research methods,we described and explored the emotional experience differences of college students’ internet shopping and instore shopping,the relationship between the emotional experience differences and the psychological needs,which designed to reveal the emotional experience differences of college students’ internet shopping and instore shopping,to describe the relationship between the emotional experience differences and the psychological needs,and to provide a theoretical basis for the respective education. Through the exploratory factor analysis and the confirmatory factor analysis,we explored the dimensions of the emotional experience differences of college students’ internet shopping and instore shopping,investigated the emotional experience differences of college students’ internet shopping and instore shopping,the relationship between the emotional experience differences and the psychological needs.The following results: 1."The scale of the emotional experience differences of college students’ internet shopping and instore shopping" and "The scale of psychological shopping needs of college students",which met the psychometric requirements with good reliability and validity,and could be used as the tools measuring the emotional experience differences of college students’ internet shopping and instore shopping,and probing the relationship between the emotional experience differences and the psychological needs. 2.The five dimensions of the emotional experience differences of college students’ internet shopping and instore shopping named the experience of freedom,the experience of achievement, the experience of reliability and authenticity,the experience of price attention,and the experience of after-sales service. 3.The four dimentions of the psychological shopping needs of college students’ named the need for achievement,the need for emotion,the need for social interaction,the need for money.更多还原