摘要
网络口碑已经成为消费者了解产品质量的一个主要信息来源。本文研究网络口碑信息结构对信息可信度的影响以及信息可信度如何影响购买意图。本文采用2×2×2×2的组间实验设计,以397名在校大学生为样本进行在线购买实验研究,结果显示网络口碑的数量和类型对信息可信度的作用以及信息可信度对购买意图的正向作用。最后,文章对实验结果和管理应用进行了讨论。
Electronic word-of-mouth （eWOM） communication has become a major information source for consumers about a product＇s quality. The study investigates the effects of information structure of eWOM on perceived message credibility and the impact of perceived message credibility on the purchase intention. We employed a 2×2×2×2 between-subjects design and conduct an online shopping experiment. The results show the effects of the number and the type of eWOM on perceived message credibility and the positive impact of perceived message credibility on purchase intention. The findings and implications of the research are further studied.
出处
《财经论丛》
CSSCI
北大核心
2009年第4期96-102,共7页
Collected Essays on Finance and Economics
关键词
网络口碑
信息结构
信息可信度
购买意图
electronic word-of-mouth
information structure
message cred/bility
purchase intention
