互联网背景下在线评论质量与网站形象的影响研究被引量：17

Research on the Impact of Online Review Quality and Website Image in the Internet Condition

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摘要基于精细加工可能性模型,提出在线评论质量与网站形象通过不同路径影响消费者对网站的信任,继而影响其购买意愿。通过问卷调查,采用结构方程模型进行数据分析,验证了高质量的在线评论与良好网站形象的价值,以期为互联网背景下的企业经营提供相应的理论指导与实践建议。 Based on Elaboration Likelihood Theory,the study suggest that online review quality and website image impact consumer＇s online trust and then purchase intention through different ways.By questionnaire survey and SEM analysis,the research verified the value of high quality of online review and good website image,in order to give theory guides and practice suggestions for company operation in the Internet condition.

作者吴秋琴许元科梁佳聚张蕾

机构地区西南交通大学经济管理学院四川师范大学商学院中国石油润滑油公司电子科技大学经济与管理学院

出处《科学管理研究》 CSSCI 北大核心 2012年第1期81-83,88,共4页 Scientific Management Research

基金国家自然科学基金项目(项目编号:70972134) 四川省教育厅社会科学研究项目(项目编号:09SB066) 中央高校基本业务费资助(项目编号:ZYGX2009J107) 绵阳师范学院校级课题(项目编号:MB2009024)

关键词在线评论质量网站形象信任购买意愿 Online Review Quality Website Image Trust Purchase Intention

分类号 F713 [经济管理—产业经济]

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参考文献8

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