摘要
为进一步探究电子口碑对消费者购买决策的影响,不仅建立了电商网站中在线评论相关因素与消费者对在线评论本身的采纳行为之间的影响关系,而且构建了在线评论相关因素与消费者对社交网络中电子口碑采纳行为的影响关系。研究发现,评论效价、评论数量、评论评分、评论质量以及来源可信度等因素会显著影响消费者对在线评论有用性和可信度感知的变化,进而不仅正向影响消费者对在线评论的采纳,而且还会显著地影响消费者对社交网络中电子口碑的采纳行为。
For the purpose of further exploration of impact of electronic word-of-mouth on consumers＇ purchasing decisions,not only have the relationships between the relevant factors of online reviews in the e-commerce site and the adoption of it been developed,but also the relationships between online reviews and the adoption of electronic word-of-mouth in the social networks are established. The results show that the factors of online reviews like valence,number,rating,quality and credibility of the source,will significantly influence consumers＇ perceived usefulness and credibility of online reviews,and further influence positively both the consumers＇ adoption of online reviews,and the consumers＇ adoption of electronic word-of-mouth in the social networks.
出处
《北京邮电大学学报（社会科学版）》
CSSCI
2015年第1期52-61,共10页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
基金
教育部新世纪优秀人才支持计划项目(NCET-11-0597)
北京社会科学基金项目(13KDB011)
关键词
在线评论
社交网络
口碑采纳
online reviews
social network
word-of-mouth adoption
