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在线口碑效应的影响因素实证研究

郭小钗,陈蓓蕾

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文章导航> bob手机在线登陆学报（社会科学版）> 2009> (2): 31-35
郭小钗, 陈蓓蕾. 在线口碑效应的影响因素实证研究[J]. bob手机在线登陆学报（社会科学版）, 2009, (2): 31-35.
引用本文: 郭小钗, 陈蓓蕾. 在线口碑效应的影响因素实证研究[J]. bob手机在线登陆学报（社会科学版）, 2009, (2): 31-35.
shu
GUO Xiao-chai, CHEN Bei-lei. Determinants of WOM Effects in Virtual Community: an Empirical Analysis[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2009, (2): 31-35.
Citation: GUO Xiao-chai, CHEN Bei-lei. Determinants of WOM Effects in Virtual Community: an Empirical Analysis[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2009, (2): 31-35.
shu

在线口碑效应的影响因素实证研究

  • 1.

    浙江大学管理学院, 杭州 310027

  • 2.

    浙商银行发展研究部, 杭州 310027

Determinants of WOM Effects in Virtual Community: an Empirical Analysis

  • 1.

    School of Management, Zhejiang University, Hangzhou 310027

  • 2.

    Developmet department, China Zheshang Bank, 310006

  • 摘要:产品推荐和口碑传播一直都是商家实践探索和营销学者研究的热点领域，但过去的研究集中于传统环境中面对面的口碑传播对消费者产品态度和购买决策的影响效果和机制。互联网的迅速发展使得我们有必要关注这种新型的在线口碑交流方式及其影响机制。在传统口碑传播效应模型基础上，提出针对虚拟社区的口碑传播效应模型，并通过问卷调查对模型进行验证。结果显示，在虚拟社区环境下，影响在线口碑对购买决策作用效应的主要因素是消费者-网站关系、传播者专业性、站点可信度和接收者专家性；消费者个人间的在线联结强度对口碑效应没有显著的正向影响。
    Abstract:The Internet is becoming a powerful and unobtrusive mediumto transmit WOM. To gain new insights in this important area, the study examines, in online context, five key influences on the evaluation of peer recommendation information that may explain how eWOM influences consumers'decision making and attitude formation: peer-to-peer tie strength, consumer website relationship, expertise of source, site trustworthiness and expertise of seeker. Empirical results show that there are no significant linear relationships between the online peer-to-peer tie strength and eWOMeffects, and other four variables have significantly positive influences on eWOMeffects.
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  • 收稿日期:2008-09-23

在线口碑效应的影响因素实证研究

  • 1. 浙江大学管理学院, 杭州 310027
  • 2. 浙商银行发展研究部, 杭州 310027
  • 收稿日期:2008-09-23

摘要:产品推荐和口碑传播一直都是商家实践探索和营销学者研究的热点领域，但过去的研究集中于传统环境中面对面的口碑传播对消费者产品态度和购买决策的影响效果和机制。互联网的迅速发展使得我们有必要关注这种新型的在线口碑交流方式及其影响机制。在传统口碑传播效应模型基础上，提出针对虚拟社区的口碑传播效应模型，并通过问卷调查对模型进行验证。结果显示，在虚拟社区环境下，影响在线口碑对购买决策作用效应的主要因素是消费者-网站关系、传播者专业性、站点可信度和接收者专家性；消费者个人间的在线联结强度对口碑效应没有显著的正向影响。

English Abstract

郭小钗, 陈蓓蕾. 在线口碑效应的影响因素实证研究[J]. bob手机在线登陆学报（社会科学版）, 2009, (2): 31-35.
引用本文: 郭小钗, 陈蓓蕾. 在线口碑效应的影响因素实证研究[J]. bob手机在线登陆学报（社会科学版）, 2009, (2): 31-35.
shu
GUO Xiao-chai, CHEN Bei-lei. Determinants of WOM Effects in Virtual Community: an Empirical Analysis[J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2009, (2): 31-35.
Citation: GUO Xiao-chai, CHEN Bei-lei. Determinants of WOM Effects in Virtual Community: an Empirical Analysis[J].Journal of Beijing Institute of Technology (Social Sciences Edition), 2009, (2): 31-35.
shu
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