Research On The Influence Of Physical Cues In Network Service Scenes On Consumer Word-of-mouth Communication Behavior—the Moderating Effect Of Product Involvement

With the rapid development of the Internet,online shopping has become an important part of people's lives.Because consumers can only know the products or services they want to buy through images,such as pictures,text and video on the shopping sites,online experience becomes an important factor in restricting online customer behavior.How to improve the customer's online experience through a well-designed online store environment,then promoting customers to do more favorable online behavior to the online stores having been taken more and more attention.Word of mouth communication behavior as one of key customer's behaviors is conducive to business performance,concerned in practice and theory.In this paper,we use the product involvement to explore the relationship between physical cues in online servicecape and word of mouth communication behavior.In this study,the data were collected by questionnaire and the data were validated by SPSS20.0 and AMOS 18.0.The data of 316 valid samples were tested with descriptive statistic analysis,reliability and validity test,correlation analysis,variance analysis and regression analysis to research the effect of independent variable(physical cues of e-servicescape)on dependent variable(word of mouth communication behavior).At the same time,the product involvement was used as the adjustment variable to explore the relationships of physical cues of e-servicescape,product involvement and word of mouth communication behavior.Through the empirical analysis found that:Three dimensions of physical cues of e-servicescape is verified.Aesthetic appeal,layout and functionality,financial security are three dimensions of physical cues of e-servicescape;the two-dimensional model of the consumer word-of-mouth communication is verified that WOM praise and WOM recommendation are dimensions of WOM communication;single dimensional model of product involvement is verified.In addition,aesthetic appeal,layout and functionality,financial security have significant positive impacts on word of mouth praise;product involvement can adjust the relationships between aesthetic appeal and WOM praise,functional layout and WOM praise;aesthetic appeal,functional layout,financial security have significant positive impacts on word of mouth recommendation;product involvement can adjust the relationship between aesthetic appeal and WOM recommendation,functional layout and WOM recommendation.Based on the above research conclusion,this study proposed marketing enlightenment summarized as follows:First,the site management staff should use a wealth of media tools to enhance customers' sense of pleasure,so as to give customers a good shopping experience;Second,the website administrator should improve the function of the websiteand software,to provide more autonomy services;Third,the shopping site should take measures to protect financial safety,enhance consumers'confidence.Finally,the shop owners should design network service scene based on the characteristics of the product.