口碑追加形式对购买意向的影响:口碑方向的调节作用
Effects of different eWOM supplementary forms on purchase intention: The moderating role of eWOM valence
查看参考文献42篇
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文摘
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网络购物越来越成为大众钟爱的购物方式,而网络口碑在网络购物中发挥着重要的作用,是消费者作出决策需要参考的重要因素。本研究以151名大学生为研究对象,通过实验操纵产品网络口碑,探讨不同追加形式(不追加、追加一致和追加不一致)和口碑方向(正向、负向)对购买意向的影响。结果表明:口碑方向调节追加形式对消费者购买意向的影响。正向口碑组中,不追加和追加一致组购买意向显著高于追加不一致组;负向口碑组中,不追加组,追加一致组和追加不一致组没有显著性差异。研究还发现了有中介的调节作用模型,满意度存在部分中介作用。本文最后对商家如何管理追加口碑进行了讨论。 |
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其他语种文摘
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With the development of Internet, online shopping has become a trend and is preferred by more and more consumers. Electronic word of mouth (eWOM) plays an important role in online shopping, which helps consumer make an optimal and reasonable purchase decision. Results of previous studies are inconsistent: while the majority of prior research showed that negative eWOM had a stronger influence on purchase intention than positive eWOM, there was some evidence showing the reverse results. Further, studies have found that consumers were more likely to be persuaded by information with high credibility. We propose that supplementary eWOM may be more credible when shopping online in terms of the form. Based on the Cue Consistency Theory and the Theory of Cognitive Dissonance, the present study examined how the forms of supplementary eWOM and eWOM valence affect purchase intention. |
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来源
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心理学报
,2016,48(6):722-732 【核心库】
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DOI
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10.3724/SP.J.1041.2016.00722
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关键词
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口碑方向
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追加形式
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追加一致性
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满意度
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购买意向
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地址
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中国科学院心理研究所, 中国科学院行为科学重点实验室, 北京, 100101
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语种
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中文 |
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文献类型
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研究性论文 |
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ISSN
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0439-755X |
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学科
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社会科学总论 |
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基金
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国家自然科学基金项目
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文献收藏号
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CSCD:5751722
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参考文献 共
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