摘要
从来源可信度、渠道可信度、信息可信度以及接收者特征4个维度构建了网络口碑可信度影响因素模型。实证研究结果表明:评论者专业性、网站权威性、网站忠诚度、网站类型、商家信誉度、口碑类型、口碑方向、接收者的信任倾向、接收者的产品涉入程度以及接收者的专业性均显著影响消费者的网络口碑可信度,但关系强度及口碑信息长度对网络口碑可信度无显著影响。
This paper analyzes the factors influencing the credibility of Internet word-of-mouth（IWOM） from four dimensions,namely source credibility,channel credibility,information credibility and receiver features,and constructs the model of influencing factor of IWOM credibility.The result indicates as follows：the credibility of IWOM is affected by sender＇s professional,website＇s authority,website＇s loyalty,website＇s type,vendor＇s credibility,IWOM＇s type,IWOM＇s direction,receiver＇s trust propensity and receiver＇s product involvement significantly,and is not affected by relation intensity and IWOM＇s length.
出处
《技术经济》
CSSCI
2012年第11期122-128,共7页
Journal of Technology Economics
基金
教育部人文社会科学研究青年项目"社会化商务中的虚拟用户关系网络结构
特征与协同模式研究"(12YJCZH321)
关键词
网络口碑
口碑营销
口碑可信度
Internet word-of-mouth
word-of-mouth marketing
word-of-mouth credibility
