基于fsQCA的移动购物行为执行意向构型研究

doi:10.15936/j.cnki.1008-3758.2022.05.005

东北大学学报（社会科学版） ›› 2022, Vol. 24 ›› Issue (5): 31-39.DOI: 10.15936/j.cnki.1008-3758.2022.05.005

• 经济与管理研究 • 上一篇

基于fsQCA的移动购物行为执行意向构型研究

王林^1,2，王志华^1,2，赵杨^1,2

(1.东北大学工商管理学院，辽宁沈阳110169;2.东北大学秦皇岛分校管理学院，河北秦皇岛066004)

修回日期:2021-07-20 接受日期:2021-07-20 发布日期:2022-10-03
通讯作者: 王林
作者简介:王林(1978-)，男(回族)，青海西宁人，东北大学副教授，博士生导师，主要从事电子商务与信息管理、管理心理与行为科学研究;赵杨(1979-)，女，辽宁沈阳人，东北大学高级实验师，管理学博士，主要从事电子商务与信息管理研究。
基金资助:
河北省社会科学基金资助项目(HB21GL002)。

Research on the Configuration of the Implementation Intention of Mobile Shopping Behaviors Based on fsQCA

WANG Lin^1,2， WANG Zhihua^1,2， ZHAO Yang^1,2

(1. School of Business Administration， Northeastern University， Shenyang 110169， China; 2. School of Management， Northeastern University at Qinhuangdao， Qinhuangdao 066004， China)

Revised:2021-07-20 Accepted:2021-07-20 Published:2022-10-03
Contact: -
About author:-
Supported by:
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摘要/Abstract

摘要： 以场景来触发购物欲已成为商家营销的重要手段，然而对不同场景下的认知情感交互反应与执行意向的关联机制却鲜有研究。通过问卷调查共获得390份有效样本，基于SOR视角，运用模糊集定性比较分析(fsQCA)方法，探究视觉知觉线索、质量安全线索和时间线索三个层面的七个条件与感知愉悦、感知信任的交互组态效应对执行意向的影响机制。研究发现:单个前因条件不是产生高或非高移动购物行为执行意向的必要条件;实现高移动购物行为执行意向的驱动机制包含1个整体解，分为4条路径，揭示了高隐私保障感知是导致高移动购物行为执行意向的核心条件;非高移动购物行为执行意向的驱动机制分为6条路径，且与高执行意向的驱动机制存在因果非对称关系。研究结论丰富并发展了情景线索的相关理论，同时为电商企业精准营销和提升用户体验等提供具体建议和措施。

关键词: 情景线索; 执行意向; 移动购物; 模糊集定性比较分析

Abstract: Triggering shopping desire with scenes has become an important means of merchants' marketing. However， there are few studies on the association mechanism between cognitive-emotional interaction responses and implementation intentions in different scenarios. A total of 390 valid samples were obtained through questionnaire surveys， using the fuzzy-set qualitative comparative analysis method (fsQCA)， Based on the SOR model， from the perspective of multiple concurrent causality， the impact mechanism of the seven conditions of visual perception cues， quality safety cues and time cues， and the interaction configuration effects of perceived pleasure and perceived trust on implementation intentions was explored. It was found that: A single antecedent condition is not a necessary condition for the high/non-high implementation intentions of mobile shopping behaviors; The driving mechanism to realize the high implementation intentions of mobile shopping behaviors includes an overall solution， divided into 4 paths， revealing that the perception of high privacy protection is the core condition leading to the high implementation intentions of mobile shopping behaviors; The driving mechanism of non-high implementation intentions of mobile shopping behaviors has six paths， and there is a causal asymmetric relationship with the driving mechanism of high implementation intentions. The research conclusions enrich and develop the relevant theories of contextual clues， and provide specific suggestions and measures for e-commerce companies' precise marketing and user experience improvement.

Key words: contextual cue; implementation intention; mobile shopping; fsQCA

中图分类号:

C939

王林，王志华，赵杨. 基于fsQCA的移动购物行为执行意向构型研究[J]. 东北大学学报（社会科学版）, 2022, 24(5): 31-39.

WANG Lin， WANG Zhihua， ZHAO Yang. Research on the Configuration of the Implementation Intention of Mobile Shopping Behaviors Based on fsQCA[J]. Journal of Northeastern University(Social Science), 2022, 24(5): 31-39.

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基于fsQCA的移动购物行为执行意向构型研究

Research on the Configuration of the Implementation Intention of Mobile Shopping Behaviors Based on fsQCA

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