网络评论如何影响网络购物意愿? 被引量：7

The Empirical Analysis of the Online Reviews＇ Influence on Consumer Online Shopping Intention

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摘要在网络购物环境中，网络评论是影响网络购物意愿的关键因素。本研究基于前人研究成果，构建模型，提出假设，并在307个样本数据基础上检验了假设。研究结果表明评论者的资信度、评论质量、评论数量和评论时效显著影响网络购物意愿。研究结果丰富了网络营销理论，对于电子商务企业具有一定的借鉴意义。 Online review is a key factor affecting the purchase intention of consumer in online shopping context. The authors review the literature, build framework, propose the hypothesis and test the model based on 307 sample data. The results show that the credibility of the reviewer, the quality, quantity and timeliness of the review significantly affect online shopping intention of consumer. Findings enrich the theory of network marketing and benefit e-commerce businesses.

作者王远怀于洪彦李响

机构地区中山大学管理学院广州昱通企业管理咨询有限公司

出处《中大管理研究》 CSSCI 2013年第2期1-19,共19页 China Management Studies

基金国家自然科学基金项目“基于共创价值的互动导向,顾客行为与企业绩效关系的实证研究”(项目编号:71172163)的支持

关键词网络评论评论质量评论数量网络购物意愿 online review, quality of review, quantity of review, online purchase intention

分类号 F713.36 [经济管理—产业经济] F224 [经济管理—国民经济]

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