网络口碑信息对服装消费者购买意愿的影响研究——以杭州地区大学生调查为例被引量：5

The Impacts of Online WOM Information on Consumer's Apparel Purchase Intention:an Empirical Study of College Students in Hangzhou

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摘要在参考国内外相关研究的基础上,根据网络口碑传播的相关理论和研究,从网络口碑信息的角度研究了网络口碑对服装消费者购买意愿的影响,并通过对杭州地区大学生的问卷调查和数据收集,进行定量分析。结果显示:网络口碑信息对服装消费者的购买意愿有显著的影响。网络口碑的数量,方向,趣味性影响服装消费者对网络口碑信息的接收,从而影响购买决策。 Based on relative studies of home and abroad, the study of impacts of online WOM informa- tion on consumer＇s apparel purchase intention is conducted. The data of the quantitative analysis is collect- ed through a survey of college students. The result indicates： the online WOM information has great posi- tive influence on consumer＇s purchase intention. The online WOM information＇s quantity, direction and in- terest can impact consumer to receive in/ormation, thus influencing consumer purchase decision.

作者徐姣姣吴巧英

机构地区浙江理工大学服装学院

出处《浙江理工大学学报（自然科学版）》 2012年第4期521-525,共5页 Journal of Zhejiang Sci-Tech University(Natural Sciences)

关键词网络口碑数量方向趣味性服装销售 online WOM informatiom quantity direetiom interest apparel sale

分类号 F124.783 [经济管理—世界经济]

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