随着经济的不断发展，消费者变得越来越成熟和理性，于是许多敏锐的企业开始渐渐地将关注的焦点从最初的产品开发转向“顾客体验”上来，也因此获得了很好的市场回报。尤其是以虚拟方式开展的网络购物活动，由于其渠道的特殊性，研究其顾客在网络消费中的体验问题显得更为重要。文章以网络消费过程中的实体临场感、愉悦感、社会临场感和信任度作为研究的变量，通过逐步回归的分析方法发现，实体临场感对顾客购物过程中的愉悦感有很好的预测作用，而顾客购物过程中的信任度则可通过实体临场感、愉悦感和社会临场感进行预测。%With the continuous development of economy, consumers are becoming more and more mature and rational, so many keen companies gradually shifted their attention from initial product development to "customer experience" and gain a larger share of the market as return. It is important to study customers’ experience during their online shopping because of the particularity of its channels that work in a virtual way. The research variables of this paper include entity telepresence, social telepresence, pleasure, and trust in the process of network consumption. The result shows that entity telepresence is a good prediction indicator for customers’ pleasure in the process of online shopping, and customers’ trust can be predicted through the entity telepresence, pleasure, and social telepresence in the process of online shopping.
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