摘要
跨时空交易形式扩大了消费者和家具电商之间的信息不对称,本文关注网络口碑、感知质量与在线购买意愿的影响关系。基于线索利用理论,本文构建了以网络口碑为自变量,购买意愿为因变量,感知质量为中介变量及卷入程度、网购自我效能为调节变量的理论模型,研究使用问卷调查方法,运用SPSS实证分析112份有效问卷。结果表明:网络口碑质量和网络口碑数量对购买意愿有显著的正向协同作用,感知质量在其中起完全中介作用;卷入程度显著正向调节网络口碑质量与感知质量之间的关系,网购自我效能对感知质量和购买意愿之间关系的调节作用未得到验证。
Transactions across time and space expand the information asymmetry between consumers and furniture e-commerce.This paper focuses on the relationship between online word-of-mouth,perceived quality and online purchase intentions of consumers.Based on the cue utilization theory,this paper constructs a theoretical model with online word-of-mouth as the independent variable,purchase intentions as the dependent variable,perceived quality as the mediating variable and the involvement level and online shopping self-efficacy as the moderating variable.The research uses the questionnaire survey method and uses SPSS to empirically analyze 112 valid questionnaires.The results show that the quality of online word-of-mouth and the number of online word-of-mouth have a significant positive synergistic effect on purchase intentions;perceived quality plays a complete mediating role;the involvement level significantly regulates the relationship between online word-of-mouth quality and perceived quality;the moderating effect of online shopping self-efficacy on the relationship between perceived quality and purchase intentions has not been verified.
作者
许钟超
XU Zhongchao(Shanxi University Taiyuan,Shanxi 030006)
出处
《中国商论》
2023年第6期76-79,共4页
China Journal of Commerce
关键词
网络口碑
家具购买意愿
感知质量
卷入程度
网购自我效能
online word-of-mouth
furniture purchase intentions
perceived quality
involvement level
online shopping self-efficacy
