基于网络在线信息线索的可信度研究

Trustworthiness of Consumer-generated Online Information Analysis Based on the Cues for Perceived EWOM

研究设计并检验了消费者感知到的网络好友间社会关系的强、弱对感知的信息信任以及随之而来的态度的影响;正面与负面的网络口碑对感知的信息信任以及随之而来的态度的影响;具有信任属性的产品与体验品的调解作用。结果显示,对于不同属性的产品,正面或负面的口碑信息被感知的程度不同。

The present study proposes and tests the effects on perceived trust of onhne miormanon ana subsequent attitude of perceived strong vs. weak social relationships among net pals and ,positive vs. neg- ative messages. The moderating effects of credence vs. experience goods are also examined in the re- search. Results show that, for experience goods, either positive or negative online messages will be per- ceived as credible as long as the messages are posted by those perceived to have close social relation- ships. On the other hand, for credence goods, negative online messages are perceived to be more credible than positive online messages when the messages are posted by those perceived to have close social rela- tionships. Results also show the main effect of positive/negative messages on credibility of information, as well as that the effect of credibility of information on product attitude is weaker in the credence goods group than in the experience goods group.