东北大学学报（自然科学版）

东北大学学报:自然科学版 ›› 2014, Vol. 35 ›› Issue (11): 1669-1672.DOI: 10.12068/j.issn.1005-3026.2014.11.033

• 管理科学 • 上一篇    

基于多模式测量的网站用户行为意图预测模型

操雅琴，郭伏，屈庆星   

  1. (东北大学 工商管理学院， 辽宁 沈阳110819)
  • 收稿日期:2013-09-04 修回日期:2013-09-04 出版日期:2014-11-15 发布日期:2014-07-03
  • 通讯作者: 操雅琴
  • 作者简介:操雅琴(1981-)，女，安徽安庆人，东北大学博士研究生，辽宁工程技术大学讲师；郭伏(1964-)，女，辽宁开原人，东北大学教授，博士生导师.
  • 基金资助:
    国家自然科学基金资助项目(71171041，71471033).

Prediction Models of Website Users’ Behavioral Intentions Based on Multimode Measurement

CAO Yaqin， GUO Fu， QU Qingxing   

  1. School of Business Administration， Northeastern University， Shenyang 110819， China.
  • Received:2013-09-04 Revised:2013-09-04 Online:2014-11-15 Published:2014-07-03
  • Contact: CAO Yaqin
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摘要： 研究了用户浏览电子商务网站时的行为意图预测模型.运用实验研究的方法，测量了用户在初次浏览电子商务网站时情感体验的三个方面(主观情感体验、眼动特征以及生理反应)，以及用户浏览电子商务网站之后对于网站的行为意图(接近趋势)，采用方差分析的方法提取了影响用户行为意图的情感体验指标，基于支持向量机建立了用户情感体验与行为意图之间的关系模型.结果表明，综合使用主观评价指标、眼动指标和生理指标能够很好地预测用户对于网站的接近趋势.

关键词: 多模式测量, 电子商务网站, 情感体验, 行为意图, 支持向量机

Abstract: The prediction models of ecommerce website users’ behavioral intentions were established. The three aspects of users’emotional experiences (subjective emotional experience， eye movement characteristics and physiological responses) while browsing an ecommerce website the first time were measured， and their behavioral intentions (approach tendency) for the site thereafter were analyzed. Oneway analysis of variance was used to extract the indicators of emotional experiences affecting users’ behavioral intentions and the relationship models of emotional experiences and behavioral intentions were established based on the support vector machine (SVM). The results show that an integrated use of such indicators as subjective emotional evaluation， eye movement and physiological response can better predict users’ website approach tendency.

Key words: multimode measurement, ecommerce website, emotional experience, behavioral intention, support vector machine(SVM)

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