摘要
以认知评价理论为基础,本文探讨了好评情境下口碑文本一致性对消费者购买意愿的影响机制。通过二手数据的实证检验和两个实验,得出结论:口碑文本一致性对消费者的认知信任和购买意愿的正向影响显著,认知信任对消费者的购买意愿的正向影响显著。口碑文本一致性通过认知信任的中介效应对消费者购买意愿产生影响,并且该中介过程会受到品牌强度的调节作用。仅在品牌强度高的情境中,认知信任在口碑文本一致性和消费者购买意愿的关系中发挥完全中介效应。与此同时,品牌强度亦调节了口碑文本一致性对认知信任和购买意愿的影响。本文的研究结论不仅深化了口碑领域的相关研究,而且对企业的口碑营销实践工作提供了有价值的借鉴。
Based on cognitive evaluation theory, this paper explores the process of word-of-mouth(WOM) text consistency influencing consumers’ purchase intention in a favorable WOM context. Through empirical testing of second-hand data and two experiments, this paper finds that WOM text consistency has a significant positive effect on consumers’ cognitive trust and purchase intention, and the positive effect of cognitive trust on consumers’ purchase intention is also significant. WOM text consistency affects consumers’ purchase intention through the mediating role of cognitive trust, and this mediating process is moderated by brand strength. Cognitive trust fully mediates the relationship between WOM text consistency and consumers’ purchase intentions only in the context of high brand strength. At the same time, brand strength also moderates the effect of WOM text consistency on cognitive trust and purchase intentions. The findings of this paper not only deepen the research in the field of WOM, but also provide valuable lessons for companies’ WOM marketing practices.
作者
刘德文
高维和
LIU Dewen;GAO Weihe(School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210003,China;Information Industry Integration Innovation and Emergency Management Research Center,Nanjing University of Posts and Telecommunications,Nanjing 210003,China;College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)
出处
《财经论丛》
北大核心
2023年第2期91-101,共11页
Collected Essays on Finance and Economics
基金
国家自然科学基金面上项目(71872106)
江苏高校哲学社会科学研究一般项目(2022SJYB0103)
江苏省社科应用研究精品工程课题(22SYC-002)
南京邮电大学人才引进项目(NYY222011)。
关键词
口碑文本一致性
认知信任
品牌强度
购买意愿
Word-of-Mouth
Textual Consistency
Cognitive Trust
Brand Strength
Purchase Intention
