摘要
随着在线购物热潮的兴起,服装企业日益重视电子口碑对顾客的影响。在国内外相关研究的基础上,通过调查问卷进行数据收集,然后对数据进行分析和检验。研究结果表明:服装企业的电子口碑可以通过感知价值对顾客网购意向产生积极作用;电子口碑的来源信任度越高,则顾客感知价值越高,而且顾客的网购意向也随之越强;电子口碑的质量以及正面电子口碑的数量都会对顾客感知价值产生显著影响;在电子口碑的各维度中,口碑信息内容信任度对网购意向的作用效果最强,而口碑来源信任度对网购意向的影响相对较小。
Along with the rise of the Internet shopping craze,apparel enterprises pay more attention to the influence of the eWOM to customers.On the basis of related research of domestic and foreign,this study tests the data through designing the questionnaire and analysis of reliability and validity of the questionnaire.The empirical study results show that the eWOM of apparel enterprise can have positive influence on customer purchase intention through perceived value.The credibility of eWOM source is higher,the consumer perceived value also is higher,and the customer＇s purchase intention is stronger.The results also reveal that the number and quality of the eWOM will have a positive impact on consumer perceived value.In all dimensions of the eWOM,the credibility of the content about eWOM information has the strongest effect on purchase intention,and the credibility of eWOM source has relatively smaller effect on purchase intention.
出处
《统计与信息论坛》
CSSCI
北大核心
2015年第12期94-101,共8页
Journal of Statistics and Information
基金
河南省政府决策研究招标课题<河南省科技型小微企业成长的影响因素及对策研究>(2015B047)
河南省高等学校哲学社会科学研究应用研究重大项目<创业企业信用风险的演化机理及信用评价研究>(2016-YYZD-11)
纺织服装产业河南省协同创新中心资助项目
关键词
电子口碑
顾客感知价值
网购意向
electronic word of mouth
consumer perceived value
purchase intention
