摘要
网络口碑是目前营销领域的研究热点,网络口碑的诸多特性都对消费者行为有着不同程度的影响。从网络口碑离差出发,采用实验的方法研究其对消费者产品评价的影响作用。研究表明,口碑离差的增大会降低消费者对产品的评价,但相比于评价实用性产品,消费者在评价享乐性产品时受到口碑离差的影响更小,这一结论在同一产品的不同属性上仍然适用,其中离差归因为该效应的中介变量。
Online WOM is the research hotspot in the field of marketing, and many characteristics of IWOM have different degrees of influence on consumer behavior. Taking the WOM dispersion as the object of study, the experimental method is used to study its influence on the consumer product evaluation. The results are： consumers have a higher evaluation of products with low WOM dispersion under the same score ; dispersion attribution plays a mediating effect; product attributes （hedonic / utility） play a modera-ting effect, and consumers are less affected by WOM dispersion in evaluating hedonic goods than evalua-ting utility goods.
出处
《上海管理科学》
2017年第3期51-56,共6页
Shanghai Management Science
关键词
口碑离差
归因
享乐品
实用品
产品评价
word of mouth dispersion
attribution
hedonic goods
utility goods
product evaluation
