中文摘要：

网购情景线索是呈现在网购者面前的一些刺激场景,面对超负荷的海量网购信息时,网购者将会利用网购情景提取有用线索实施网购行动。本文结合行为执行意向理论和情景线索理论,通过分析网购者的购后评论信息,探索网购情景线索类型、特征及其作用机制。研究发现：（1）网购情景线索由让利价值、客户资产、客户价值、知觉感知、情感体验、质量标准、安全线索、时空信息、支付信息、细节展示度、服务驱动、认同线索和依赖线索13个主范畴构成;（2）进一步挖掘主范畴关系结构,发现网购情景线索的五个主要类型,即价值感知线索、知觉情景线索、质量安全线索、信息驱动线索和认同依赖线索,并分析得出网购情景线索的作用模型;（3）通过语义网络分析法对网购情景线索的类型及其作用机制进行了初步验证。最终,本文提出未来研究展望,为精准化推荐系统设计、个性化网购营销策略制定及网购行为执行意向的应用型研究奠定理论基础。

英文摘要：

online shopping context clues are some exciting scenesto the online shoppers. In the face of massive online shopping informa- tion, online shoppers will use online situations to extract useful clues to implement online activities. This paper, by reference to the im- plementation intention theory of behavior and context cues theory, explores context clues types, characteristics of online shopping and mechanism of action by analyzing online shoppers＇ post-purchase comments. The study finds ： （ 1 ） online shopping context clues consist of 13 key categories： discount value, customer asset value, customer value, perception, emotion experience, quality standards, safety cues, temporal and spatial information, payment information, details showing degree, service driving, identity and dependence cues composition; （2） further exploration into structural relationship between the key categories shows that online shopping context clues are divided into five main types： value perception cues, perceptual cues, perceptional scene cues, quality and safety cues and identity de- pendent cues, and through the subsequent analysis, the role mechanism of online shopping context clues is made clear ; （3） we use se- mantic network analysis methods to preliminary verify the types of online shopping context clues and its mechanism. Finally, this paper puts forward potential directions for future researches, which lay a theoretical foundation for accurate recommendation system design, personalized online shopping marketing strategy, applied research of implementation intentions of online shopping behavior.