Research On Network Consumption Behavior Based On Mental Experience

Experience Consumption refers to service experience perception after consumers use products. Many scholars provide different perspectives on measurement of Experience Consumption. Csikszentimihalyi proposes a measurement theory called Flow which not only becomes the most potential researched theory, but also becomes a basic theory of network marketing nowadays.This paper employs the Flow to measure online consumers behavior.According to the theory of from Flow, this paper proposes a Flow-Online Consumers Behavior model. This model includes two parts. The first part of the model discusses the affected factors of Flow. The factors involve network characteristics, including tele-presense, sense of safety, and sense of interact and perceived usefulness, and consumers characteristics, including neuroticism, extroversion, openness, amenity and responsibility. The second part discusses the correlation between Flow and impulse buying.In the empirical research, firstly, this paper employs both Internet and street survey to collect data; secondly, analyzing data through SPSS17.0and LISREL. After modifying the model, this paper draw conclusions that:Firstly, tele-presense and sense of safety have strongly positive impacts on the Flow; perceived usefulness and sense of interact have positive impacts on the tele-presense. Secondly, neuroticism and responsibility have negative on the Flow; extroversion, opennes have positive impacts on the Flow; openness has slightly positive impacts on the Flow.Thirdly, the Flow affects impulsive buying positively.