网络口碑方向及类型对其可信度的影响研究——产品性质的调节作用

The Influences of e WOM's Direction and Type on Its Credibility:The Moderation Effects of Product Type

文章探讨了口碑方向与类型对其可信度的影响,以及产品性质的调节作用,得出以下结论。首先,网络口碑方向对其可信度的影响受到产品性质的调节,具体来说,对于享乐性产品,正面口碑对其可信度的影响更大;而对于实用性产品,负面口碑的影响更大。其次,网络口碑类型会影响其可信度,具体来说,相比单纯推荐型口碑,属性评价型口碑对其可信度的影响更大。此外,网络口碑类型对其可信度的影响还受到产品性质的调节,具体来说,对于实用性产品,相比单纯推荐型口碑,属性评价型口碑对其可信度的影响更大;而对于享乐性产品,两种口碑类型对其可信度的影响并无显著差异。最后,文章为企业进行网络口碑管理提出了几点建议。

This paper discusses the influences of e WOM＇s direction and type on its credibility,and the moderation effect of product type. The results show that,the influences of e WOM＇s direction on its credibility was moderated by product type. When consumers buy hedonic products,they would trust positive reviews more; but when they buy utilitarian products,they tend to trust the negative reviews more. In addition,e WOM＇s type influences its credibility. Compared with simple-recommendation reviews,attribute-value reviews have more influences on its credibility. Moreover,the influences of attribute-value reviews on its credibility are moderated by product type. Attribute-value reviews have more influences on credibility than simple recommendation reviews for practical products. And for hedonic product,there is no significant difference between two e WOM types. Finally,this paper provides several advices for companies＇ e WOM management.