网络口碑信息对消费者购买决策的影响：一个实验研究被引量：224

The Effects of Online WOM Information on Consumer Purchase Decision:An Experimental Study

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摘要本文通过实验法考察了网络口碑信息对消费者购买决策的影响,就网络口碑的影响力在口碑信息类型、传播方向和产品涉入度不同的情况下会表现出哪些差异等问题作了分析。实验结果支持了所提出的6项假设,网络口碑信息对于消费者购买决策的影响力可能会随着口碑传播方向、信息类型以及产品卷入度的不同而呈现出显著差异的预测得到了证实;信息类型、传播方向和产品卷入度之间所存在的交互效应也会明显地作用到网络口碑对消费者购买决策的影响效果。 The purpose of this study is to investigate the effects of online word of mouth information on consumer purchase decision with a between-subjects factorial design. Particularly, this study examines how information type （factual vs. evaluative）, direction （negative vs. positive） and product involvement （high vs. low） differences moderate the effects. The results show that the effects on the purchase decision were stronger when the information was negative and evaluative rather than positive and factual respectively. The purchase decision was more influenced by online word of mouth for the high involvement consumers rather than for the low involvement consumers. Finally, the effect powers on purchase decision was influenced by interaction between information type and direction as well as the interactions between information type and involvement, and interactions between information direction and involvement too.

作者金立印

机构地区复旦大学管理学院市场营销系

出处《经济管理》 CSSCI 北大核心 2007年第22期36-42,共7页 Business and Management Journal ( BMJ )

关键词网络口碑购买决策产品卷入度营销沟通网络营销 online WOM purchase decision product involvement marketing communication internet marketing

分类号 F270 [经济管理—企业管理]

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