摘要
口碑传播作为我国农村居民在生活中传播信息内容最丰富、最受信任的沟通方式,极大地影响着农村消费者的购买选择。本文从口碑传受双方特征、口碑信息类型与农村居民购买决策之间的关系入手,得出传播者专业能力对口碑在农村消费群体中传播效果的影响最大,意见领袖居其次,感知风险、关系强度和口碑信息类型也发挥着不同程度的影响,且产品类别的调节作用显著。这说明企业要想提高自身在农村市场的竞争力,积极开展口碑营销是行之有效的途径,应不遗余力地从各方面着手与农村居民建立联系,针对不同产品类别加强口碑管理。
Word-of-mouth communication,regarded as the most widely used and fully trusted communicational tool in rural area,exerts influence on purchase choices of rural residents.This paper studies the impacts of the characteristics of word-of-mouth communicators,receivers and word-of-mouth information type on the purchase decisions of rural residents.The results show that,（1） the expertise of word-of-mouth communicator exerts the highest influence on the communication effect among rural consumers;（2） opinion leadership comes a close second;（3） perceived risk,strength tie and word-of-mouth type are also associated with it;and（4） the moderating effect of product type is statistically significant in rural consumer group.Thus it is an effective measure for enterprises to carry out word-of-mouth marketing activities actively in rural market.Enterprises should make efforts to establish relationship with rural residents and strengthen word-of-mouth management aiming at different product types.
出处
《中大管理研究》
2011年第3期106-119,共14页
China Management Studies
基金
国家社会科学基金项目(09BJL056)
教育部人文社会科学研究项目(09YJA790081)
吉林省科技厅软科学项目(362094070531)的资助
关键词
口碑传播
农村居民
意见领袖
产品类别
word-of-mouth communication
rural resident
opinion leader
product type
