中文摘要：

随着电子商务的发展，网络服务场景日益受到学者和实务人士的重视。基于S-O-R范式、流体验理论和调节定向理论相关研究成果，从顾客在线购物体验的视角构建网络服务场景对顾客在线行为意向的作用模型。收集416名网购者的数据，利用结构方程模型验证假设。研究结果表明。网络服务场景显著正向影响顾客流体验，顾客流体验促进顾客的在线行为意向。并在网络服务场景与在线行为意向的关系中起中介作用；顾客调节定向在网络服务场景与流体验的关系中起调节作用，网络商店中的审美诉求因素和功能布局因素对促进定向顾客的流体验的影响作用更强，财务安全因素对预防定向顾客的流体验的影响作用更强。研究结果有利于学界和业界更好地理解网络服务场景因素刺激下顾客的行为动机，采用网络服务场景等易操纵因素制定顾客在线购物体验提升策略，并最终提高e-绩效。

英文摘要：

With the development of e-commerce, the importance of e-servicescape has been emphasized by both researchers andpractitioners. Based on related research achievements of S-O-R paradigm, Flow Theory and Regulatory Focus Theory, this studyputs forward a model of effect of e-servicescape on online behavior intention from the viewpoint of customer online shopping expe-rience. Data collected from 416 online shoppers is analyzed by structural equation model to test the proposed hypotheses. Resultsof the study reveal that e-servicescape has significant and positive effect on customer flow experience. Furthermore, customer flowexperience influences online behavior intention positively, and also mediates the relationship between e-servicescape and onlinebehavior intention. Moreover, regulatory focus plays a moderating role between the relationship between e-servicescape and cus-tomer flow experience. Aesthetic appeal factors of the online store, as well as layout and functionality factors, have strongereffects on the flow experience of customers with promotion focus, while financial security factors have stronger effects on the flowexperience of customers with prevention focus. The results are beneficial for the academic and industry to identify consumers＇ be-havior motivation in the e-servicescape, to formulate a strategy to upgrade the online shopping experience by using easily manipu-lated factors（e, g. , e-servicescape）, and finally to improve e-performance.