【作者】 邵兵家； 杨璐；

【Author】 Shao Bingjia Yang Lu (College of Economics and Business Administration Chongqing University, Chongqing 400030)

【机构】 重庆大学经济与工商管理学院；

【摘要】 在竞争激烈的网上市场,网上商店氛围对影响消费者购买意愿有重要的作用。本文通过构建网上商店氛围对消费者购买意愿的影响模型,指出了网店氛围影响消费者购买意愿的作用机理。本文从生动性、交互性、象征符号、社会因素四大氛围因素对网上商店氛围进行分类并提出建议,为网商们提供一种参考性的思路。更多还原

【Abstract】 In the competing online marketplace,store atmosphere play an very important role in the effect on consumer’s purchase intentions.Through the establishment of a theoretical model about the function mechanism of store atmosphere upon purchase intentions of consumers.The dimensions of online store atmosphere can influence consumers’ purchase intentions.Retailers should make a comprehensive optimization in the vividness,interactivity, symbolism and social elements in store atmosphere,which will arouse consumers’ purchasing desire to create a unique competitive advantage.更多还原