企业在线反馈评论对潜在客户感知可信度及沟通质量影响的实证研究

Empirical Research on Enterprise Online Feedback Comments Impact on Perceived Credibility and the Communication Quality of Potential Customers

以新兴的电子商务购物模式为问题背景,从浏览评论的潜在客户的视角,在对现有研究梳理和总结的基础上,结合消费者在线评论的特点,提出了影响潜在顾客对企业反馈评论感知可信度的模型。整个过程以网站提供的评论为样本,通过实证研究的方式,对企业反馈在线评论对潜在消费者带来的感知可信度以及沟通质量进行了研究。

With the emerging electronic commerce shopping patterns as the question background,from potential customers browse review perspective,based on the existing research combing and summary,combined with the characteristics of online consumer,the model of online comments perceived credibility influence factors were proposed.The whole process provided comments on the website as samples,through empirical research methods,and the enterprise feedback response to online comments on potential consumers perceived credibility and the communication quality were studied.