随着互联网及平台经济的快速发展，VR、AR等新技术的应用，自媒体、直播等 新形式的注入，电商平台之间的竞争环境日趋复杂激烈。体验经济时代已经来临，消 费者购物的最终目的从产品转换到体验活动本身。电商平台作为信息时代涌现的新型 经济形态，各主体之间的交互更具便捷性、高频性以及多样性，各类交互活动成为电 商平台体现差异化、吸引消费者的重要策略。如何最优化电商平台交互性，使消费者 在购物过程中产生优质的购物体验，从而对电商平台产生持续使用意愿，成为所有电 商平台管理者亟需解决的问题。 本文基于心流体验视角，以B2C、C2C电商平台为研究对象，采用实证方法研 究电商平台交互性对消费者持续使用意愿的影响机制。首先，本文将电商平台交互性 划分为三类交互关系：“消费者与平台间的交互”——感知易用性、感知有用性；“消 费者与商家间的交互”——响应性；“消费者与消费者间的交互”——互助性。其次， 基于刺激—机体—反应（S-O-R）理论，构建“电商平台交互性—心流体验—持续使 用意愿”主体模型，引入调节变量产品涉入度。最后，本文提出相应的研究假设，借 助统计分析软件SPSS22.0和AMOS22.0进行假设验证分析。本文研究发现：第一， 响应性、互助性、感知有用性、感知易用性对心流体验的正向影响依次减弱；第二， 心流体验正向影响消费者持续使用意愿；第三，心流体验在电商平台交互性与消费者 持续使用意愿间起部分中介作用；第四，产品涉入度在感知易用性与心流体验的关系 中不起调节作用；第五，产品涉入度正向调节感知有用性、响应性、互助性与心流体 验之间的关系。基于研究结论，本文为电商平台的长足发展提出建议：第一，加强消 II 费者与平台的交互性建设，扎实消费者心流体验的产生基础。第二，加强消费者与商 家的交互性建设，确保响应性的引擎作用。第三，加强消费者与消费者的交互性建设， 发挥互助性在口碑经济下的新动能效用。第四，优化个性化推荐服务，发挥产品涉入 度作用。第五，充分认知消费者持续使用意愿与忠诚度二者之间的关联。 本文对于丰富电商平台的研究视角、研究范畴具有一定的理论及实践意义。第一， 本文从心流体验视角出发，完善了电商平台交互性及消费者持续使用意愿之间的作用 机制研究；第二，本文探索了产品涉入度在电商平台交互性与心流体验间的调节作用， 厘清了电商平台交互性的作用边界；第三，本文研究结论为电商平台管理者提供了切 实可行的管理建议。 关键词：电商平台交互性；心流体验；产品涉入度；持续使用意愿 III A STUDY ON THE EFFECT OF INTERACTIVITY OF E-COMMERCE PLATFORMS ON THE CONTINUANCE INTENTION OF CONSUMER BASED ON THE FLOW THEORY ABSTRACT With the rapid development of the Internet and the platform economy, the application of new technologies such as VR, AR, we-media and live webcast, the competition environment between e-commerce platforms is becoming more and more complicated. The era of experience economy has been coming, the ultimate goal of consumer shopping has changed from product to experience activity itself. As a new economic form in the information age, e-commerce platform’s interactive activities are more convenient, high-frequency and diversified, and various interactive activities become an important strategy of e-commerce platform to be differentiate and attractive. How to optimize the interactivity of e-commerce platform have become an urgent problem for all ecommerce platform managers to solve, which can make consumers producing high-quality shopping experience in the process of shopping and producing the intention of continuous use of e-commerce platform. Based on the view of flow experience, taking B2C and C2C e-commerce platform as the main research object, this thesis studies the influence mechanism of the interaction of e-commerce platform on the consumer’s continuance intention by means of the empirical research method. First of all, this thesis divides the interaction of e-commerce platform IV into three kinds of interaction relations: " the interaction between consumers and platform "— perceived ease of use, perceived usefulness; " the interaction between consumers and merchants "— response; " the interaction between consumers "— mutual aid. Secondly, based on S-O-R theory, this thesis structures main model of " the interactivity of e-commerce platform — flow experience — continuance intention ", and introduces moderator variable — product involvement. Finally, this thesis puts forward the corresponding research hypotheses, using the statistical analysis software SPSS22.0 and AMOS22.0 to carry on the hypotheses verification analysis. This thesis finds out that: First, the positive effects of response, mutual aid, perceived usefulness, perceived ease of use on flow experience decrease in order. Second, the flow experience positively affects consumers' continuance intention. Third, the flow experience plays an part of intermediary role between the e-commerce platform interactivity and the consumers' continuance intention. Fourth, product involvement does not play a moderating role in the relationship between perceived ease of use and flow experience. Fifth, product involvement positively moderates the relationship between perceived usefulness, response, mutual aid and flow experience. Based on the research’s conclusions, this thesis throws out several ideas for the development of e-commerce platform: First, strengthening the interactive construction between consumers and platform, solid flow experience’s generation basis. Second, strengthening the interactive construction between consumers and merchants, ensure responsiveness’s engine role. Third, strengthening the interactive construction between consumers, give play to the mutual aid’s effect under word of mouth economy. Fourth, optimize the personalized recommendation service and play the role of product involvement. Fifth, fully understand the relationship between consumers' continuance intention and loyalty. This thesis has a certain theoretical and practical significance for enriching the research perspective and research category of e-commerce platform. First, from the perspective of the flow experience, this thesis improves the research on the mechanism of the interaction of the e-commerce platform and the continuance intention of consumer. V Second, this thesis explores the regulation of product involvement between e-commerce platform interactivity and flow experience, and clarifies the boundary of e-commerce platform interactivity. Third, the conclusions of this thesis provides practical management suggestions for the managers of e-commerce platform. KEY WORDS：Interactivity of E-commerce Platform；Flow Experience；Product Involvement；Continuance Intention VI 目 录 摘要 I ABSTRACT ................... III 目 录 ............................ VI 一、绪论 .......................... 1 （一）研究背景及意义 ......................... 1 1．研究背景 ............ 1 2．研究意义 ............ 3 （二）研究内容及方法 ......................... 4 1．研究内容 ............ 4 2．研究方法 ............ 6 （三）创新之处 ...... 6 二、文献综述 .................. 8 （一）平台交互性相关研究 ................. 8 1．不同视角下平台交互性的定义 ....... 8 2．平台交互性的因子研究 ................. 10 3．平台交互性对消费者态度与行为的影响 .................... 12 （二）心流体验相关研究 ................... 13 1．心流体验的概念 ............................. 13 2．心流体验的构成维度 ..................... 14 3．心流体验的影响因素 ..................... 15 4．心流体验的影响效应 ..................... 16 （三）产品涉入度相关研究 ............... 17 1．产品涉入度的概念 ......................... 17 2．产品涉入度的测量 ......................... 18 3．产品涉入度的作用研究 ................. 18 （四）持续使用意愿相关研究 ........... 19 1．持续使用意愿的概念 ..................... 19 2．持续使用意愿相关理论基础 ......... 20 3．持续使用意愿与忠诚度的关系 ..... 21 （五）研究述评 .... 22 VII 三、理论模型及研究假设 ........................... 23 （一）理论模型 .... 23 1．刺激—机体—反应（S-O-R）理论基础 ...................... 23 2．理论模型 .......... 24 3．研究变量界定 .. 25 （二）研究假设 .... 25 1．平台交互性与心流体验的关系 ..... 25 2．心流体验与持续使用意愿的关系 . 28 3．心流体验在平台交互性与持续使用意愿关系中的中介作用 ................... 28 4．产品涉入度在平台交互性与心流体验关系中的调节作用 ....................... 29 5．研究假设汇总 .. 29 四、研究