摘要
网络口碑对消费者的购买意愿有重要的影响。采用系统的观点来研究社交网络中网络口碑与消费者购买意愿的动力学机制。从社会资本的角度出发,采用系统动力学,建立社会资本——网络口碑——购买意愿的动力学模型。模型的仿真结果表明,社会资本在社会化电子商务平台中,能够很好地提升网络口碑的传播效果,进而影响消费者的购买意愿。
Intemet word of mouth has an important influence on the Purchase intention. This paper used the view of the system to study the analysis of dynamic mechanism of Intemet word of mouth and purchase intention in the social networks. From the perspective of social capital, it will establish a causal relationship between social capital and Intemet word of raouth arm pur- chase intention of the three by using System Dynamics. It was found that social capital in the social network can well promote the Internet word of mouth communication effect based on the model of the simulation calculation, thus it can affect consumer purchase intention.
出处
《现代情报》
CSSCI
2014年第3期41-46,共6页
Journal of Modern Information
基金
福建江夏学院青年科研人才培育基金项目(项目编号:JXS2013006)
关键词
社会资本
口碑
购买意愿
系统动力学
social capital
word of mouth
purchase intention
system dynamics
