基于两大心理学理论对网购消费者虚拟体验的解读

被引：17

作者：

刘晟楠

董大海

机构：

[1] 大连理工大学管理学院

来源：

外国经济与管理 | 2011年 / 33卷 / 02期

基金：

国家自然科学基金重点项目;

关键词：

电子商务; 网络营销; 体验营销; 虚拟体验; 具身认知; 多感官交互与整合;

D O I：

10.16538/j.cnki.fem.2011.02.007

中图分类号：

F713.36 [电子贸易、网上贸易]; F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

互联网技术的飞速发展使得网络传递多种感官信息成为可能,进而使得体验营销的外延得以扩展,并向虚拟体验营销演进。然而,现有的体验营销理论无法解释互联网环境下消费者感觉信息的获取与加工机制。鉴于此,本文尝试将认知心理学领域的具身认知论和多感官交互与整合理论引入虚拟体验营销研究,以期为消费者虚拟体验研究奠定更为扎实的理论基础,并为相关研究提供启示。

引用

页码：41 / 47

页数：7

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