网络口碑与传统口碑对消费者购买决策影响比较研究被引量：16

Comparative Study of the Effect of On-line v.s. Tranditional WOM on Consumer's Purchase Decision

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摘要本文从口碑发送者特征、口碑信息特征和口碑接收者特征三个方面来探讨网络和传统口碑对顾客购买决策的影响。数据分析结果表明,口碑发送者专业能力、接受者信任倾向、感知风险对传统和网络口碑效果均有显著影响,但口碑信息特征与接受者专业能力则无显著影响。研究发现网络口碑中关系强度为弱连接;其信任倾向对口碑效果的影响比在传统口碑中更强烈;网络口碑接收者更能感受到财务/功能风险。 The purpose of this paper is to research the same and difference points between WOM and on-line WOM communication effect.This research examines the model which is constructed of sender's character,WOM information and receiver's character that could impact WOM's influence by correlation and multiple re- gression analysis.The result indicates that sender's expertise,receiver's trust prospensity and perceived risk affect WOM's and on-line WOM's influence remarkably,weak tie,more intense trust prospensity and finance/function perceived risk lie in ON-line WOM.

作者郗河徐金发罗时鑫黄国群

机构地区浙江大学管理学院

出处《财贸经济》 CSSCI 北大核心 2008年第2期98-104,共7页 Finance & Trade Economics

关键词传统口碑网络口碑口碑影响力 WOM On-line WOM WOM's Influence

分类号 F273.2 [经济管理—企业管理] F713.52 [经济管理—市场营销]

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