摘要
为进一步探究电子口碑不同表达形式对体育用品消费者购买意愿影响的差异,本研究引入共情理论,结合刺激-机体-响应(S-O-R)理论,构建以共情为中介效应的电子口碑对体育用品消费者购买意愿影响的多群组结构方程模型,并结合问卷调查,根据电子口碑表达形式的差异,对样本进行分组研究。研究结果表明:(1)在电子口碑的不同表达形式中,共情的中介效应有显著差异,影像形式电子口碑中共情的中介效应强于文字打分形式电子口碑;(2)感知可信度对购买意愿有正向影响,且在不同表达形式中有显著差异,影像形式电子口碑中感知可信度对体育用品消费者购买意愿的影响强于文字打分形式电子口碑;(3)电子口碑的来源专业性对感知可信度有正向影响,且在不同表达形式中有显著差异,影像形式电子口碑来源专业性对感知可信度的影响高于文字打分形式;(4)电子口碑的来源可靠性对感知可信度有正向影响,但影像形式电子口碑与文字打分形式电子口碑在来源可靠性对感知可信度的影响上无显著差异。
In order to further explore the differences of the impact of different forms of electronic word-of-mouth(eWOM) expression on the purchase intention of sporting goods consumers, this study introduces empathy theory and combines the S-O-R theory to construct a multi-group structural equation model of the impact of eWOM expressions mediated by empathy on the purchase intention of sporting goods consumers.Combined with the questionnaire survey, clustering research is carried out according to the differences of eWOM expression forms.The results show that: (1) The mediating effect of empathy is significantly different among different forms of eWOM,and the mediating effect of empathy on image form eWOM is stronger than text rating form eWOM.(2) Perceived credibility has a positive impact on purchase intention, and there are significant differences in different forms.Perceived credibility of image form eWOM has a stronger impact on purchase intention of sports goods consumers than text rating form eWOM.(3) The source professionalism of eWOM has a positive effect on perceived credibility, and there are significant differences in different expression forms.The source professionalism of image form eWOM has a stronger impact on perceived credibility than text rating form eWOM.(4) The source reliability of eWOM has a positive effect on perceived credibility, but there is no significant difference between image form eWOM and text rating form eWOM.
作者
姚松伯
刘兵
YAO Songbo;LIU Bing(School of Economic and Management,Shanghai University of Sport,Shanghai 200438,China;Physical Education College,Shanghai University,Shanghai 200444,China)
出处
《沈阳体育学院学报》
CSSCI
北大核心
2022年第2期110-119,共10页
Journal of Shenyang Sport University
基金
国家社会科学基金项目(21BTY103)。
