在线WOM内容和效果的关系:产品知识和相关的影响

Relation Between Online WOM Contents and Online WOM Effect: The Effect of Knowledge and Involvement Level of Receiver

以证明在线口传内容对口传效果的影响及收信者的特性的作用为目的。通过已有的研究,把口传内容划分为商品信息和个人经验,把口传效果划分为口传受用和口传行为。以大学生为对象,对MP3购买活动和相关在线口传活动进行了268个问卷调查,并用SPSS 10.0统计法进行了分析。研究结果表明:第一,口传信息的受用度使商品资讯更高,口传行为使个人体验资讯更为受用。第二,商品资讯和个人体验对口传内容的效果(口传受用,口传行为)决定于收信者的产品知识,即对在线的口传内容和口传信息受用的关系有调节作用,而且,对口传行为的影响也有调节效果。最后,关联度变数如先前所设的口传内容和口传效果的关系,对它们的关系有调节作用。

Aims to examine the relationship between the online word of mouth （WOM） contents and the WOM effect and to see how receivers＇ features such as product knowledge and involvement level influence the WOM effect. For that purpose, categorizes WOM contents into two subcategories： product news and personal experience. The WOM effect, in turn, is classified into the WOM received and the WOM behavior. Survey questionnaires were given to 268 collegians as to their online WOM activities to purchase MP3 players. SPSS 10.0 package was employed as the method of statistical analysis. Reports the following results. First, product news is shown to exert a greater effect on the WOM received than personal experience. As far as the WOM behavior is concerned, on the other hand, personal experience has a bigger effect. Second, their product knowledge plays a moderating role in the relationship between the WOM contents and the WOM effect. It also exhibits a moderating effect on the WOM behavior. Finally, it is shown that the factor of involvement level moderates the relationship between the WOM contents and the WOM effect.