| 在线评论对消费者网络购买意愿影响的研究 |
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| 引用本文： | 于丽萍,夏志杰,王冰冰.在线评论对消费者网络购买意愿影响的研究[J].现代情报,2014,34(11):34-38. |
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| 作者姓名： | 于丽萍 夏志杰 王冰冰 |
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| 作者单位： | 上海工程技术大学管理学院, 上海 201620 |
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| 摘 要： | 为了理解在线评论对消费者网络购买意愿影响的主要动因,基于计划行为理论、技术接受模型理论和网购顾客消费体验对在线评论行为作用模型,构建在线评论对消费者网络购买决策影响的动因模型,并提出若干假设,最后通过数据采集,采用AMOS21.0软件进行数据分析,对模型和假设进行了实证研究,统计分析结果表明: 消费者——网站关系、在线评论数量、在线评论质量、在线评论接收者专业能力、在线评论接收者涉入度、在线评论接收者感知风险影响消费者网络购买意愿,在线评论者资信度和在线评论的时效性影响不显著.基于此,本文对结果进行了讨论,并对消费者和网商营销提出了建议.
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Research on Online Review Purchase Intention on the Internet |
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| Authors: | Yu Liping Xia Zhijie Wang Bingbing |
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| Institution: | School of Management, Shanghai University of Engineering Science, Shanghai 201620, China |
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| Abstract: | In order to understand the main online comments on consumer purchasing decisions of the network,the theory of planned behavior,perceived risk theory,technology acceptance model theory and online shopping consumer experience effects on behavior model based on the construction of online reviews,online review on consumers' purchasing decision main influence factors of structural equation model of motivation,and puts forward some assumptions,the data acquisition,data were analyzed by AMOS21.0 software,the model and assumptions for empirical research,statistical analysis showed that:consumer website,online comments,number of online reviews quality online comments receiver professional ability,online review recipient involvement,perceived risk of online comments receiver influence consumer online purchase intention,time-dependent effect online critics credit and online comment is not significant.Based on this,this paper discussed the results,and put forward the proposal to the consumer and business marketing. |
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