摘要
随着我国移动通信和智能终端设备的发展繁荣，移动端取代 PC端成为更主要的消
费场景。毋庸置疑，移动端应用市场承载着电商企业对用户和流量的争夺，各电商企业
为吸引用户和流量积极完善移动端营销模式，在科技领域持续加码，加速营销和现代科
技的融合应用。大数据、云计算和定位系统等技术的突飞猛进支撑起全场景时代的商业
服务，因此在移动电商场景营销下对消费者心理和行为意愿进行研究很有必要。基于此，
本研究以刺激-机体-反应（S-O-R）模型为基础，探讨移动电商场景营销对消费者行为意
愿的直接影响作用以及机体感知所起的中介效应，旨在丰富场景营销的理论研究，并为
移动网络环境下消费者决策行为和心理认知研究提供崭新的视角。
本研究首先对相关文献进行回顾和梳理，识别出影响移动电商消费者行为意愿的场
景营销因素，主要包括专业性、精准匹配性、视觉冲击性、瞬时性和互动体验性，并引
入感知价值作为中介变量，构建了移动电商场景营销（S）、感知价值（O）和消费者行
为意愿（R）三者之间的概念模型。其次，在客观事实和理论逻辑分析的基础上提出本
研究假设，采用 SPSS 22.0和 AMOS 24.0软件对调查问卷回收的 368份有效数据样本进
行假设检验和模型验证。最后，根据实证分析结果从精心搭建场景、重视细节触动、提
升顾客感知和运用现代科技四方面为移动电商企业积极布局场景化营销战略提供可行
性建议。
经实证检验，本研究得出以下结论：（1）移动电商场景营销的专业性、瞬时性、互
动体验性、视觉冲击性、精准匹配性正向影响消费者的感知价值和行为意愿；（2）移动
电商消费者的感知价值正向影响行为意愿；（3）感知价值在场景营销的视觉冲击性和互
动体验性对消费者行为意愿的影响过程中均起完全中介作用，在瞬时性和精准匹配性对
消费者行为意愿的影响过程中均起到部分中介作用。
关键词：移动电商，场景营销，感知价值，消费者行为意愿，S-O-R模型
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Abstract
With the development and prosperity of mobile communication and intelligent terminal
equipment in China, the mobile terminal has replaced PC terminal as the dominant consumption
scenario. There is no doubt that the mobile application market bears the competition of e-
commerce enterprises for users and traffic. Therefore, e-commerce enterprises actively improve
their the mobile terminal to attract users. For this purpose, mobile e-commerce enterprises
continue to increase in the field of science and technology, accelerating the integration of
marketing and modern technology application. The rapid advances of technologies such as big
data, cloud computing and positioning system supports commercial services in the era of full
scene. Therefore, it is necessary to study thepsychological and behavioral intention of
consumers in the mobile e-commerce marketing scenario. Based on the Stimulus-Organism-
Response (S-O-R) theoretical model, this study explores the direct impact of mobile e-
commerce scene marketing on consumer behavior intention and the mediating effectof
perceived value variables. This research aims to enrich the theoretical research of scene
marketing, and provide a new perspective for the research of consumer decision-making
behavior and psychological cognition in the mobile network environment.
Firstly, this research reviews and sorts out relevant literature, and identifies the scene
marketing factors that affect the behavioral intention of mobile e-commerce consumers, mainly
includingprofessional,precisematching,visualimpact,instantaneityandinteractive
experience, and introduces perceived value as a mediator variable. A conceptual model of scene
marketing (S), perceived value (O) and consumer behavior intention (R) is constructed.
Secondly, on the basis of objective facts and theoretical logic analysis, the hypothesis of this
study is proposed. SPSS 22.0 and AMOS 24.0 software were used for hypothesis testing and
model verification of 368 valid data samples recoveredfrom the questionnaire. Finally,
according to the empirical analysis results, feasible suggestions are provided for mobile e-
commerce enterprises to actively layout scenario-based marketing strategies from four aspects:
carefully set up the scene, pay attention to detail touch, enhance customer perception and use
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