药品电子商务中的用户回避行为智能客户服务:一个压力-应变-结果的角度
Jing Jia1, Lu Chen1, Chengzhen Wu2
1School of Business, Changzhou University, Changzhou, China.
药品电子商务中的智能客户服务 (ICS) 过载增加了用户的情绪压力和回避. 通过更好的ICS设计来减少认知负担对于用户体验和忠诚度至关重要.
科学领域:
- 电子商务技术 电子商务技术
- 人与计算机的互动.
- 心理学科学 心理学科学
背景情况:
- 在制药电子商务中,智能客户服务 (ICS) 的实施尚未得到充分探索.
- 了解心理因素是用户接受和服务效率的关键.
- 技术接受研究需要扩展到高风险环境.
研究的目的:
- 调查ICS对药品电子商务用户行为的影响.
- 分析影响用户接受和避免ICS的心理因素.
- 确定提高ICS用户体验和忠诚度的策略.
主要方法:
- 调查数据来自418名参与者.
- 使用SPSS进行正常性测试的统计分析.
- 使用SmartPLS进行结构方程建模 (SEM).
主要成果:
- 系统,信息和服务过载显著增加了用户的情绪压力.
- 情绪压力是推动用户回避行为的关键调解者.
- 超载因素解释了45.0%至58.6%的回避行为变异.
结论:
- 制药电子商务公司必须优化ICS设计,以尽量减少用户的认知负载和情绪压力.
- 利用大数据和反机制可以改善用户体验并培养忠诚度.
- 未来的研究应该探索人口变化,并采用定性方法来获得更深入的见解.
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