网络口碑和价值共创对消费者购买意愿的影响

Impacts of Electronic Word-of-Mouth and Value Co-creation on Purchase Intention

引入信任和价值共创理论,分析社交网络下口碑如何影响消费者的购买意愿。首先总结了信任、价值共创和网络口碑的研究成果,识别出关键因素;进而引入目前极少使用的社交框架建立一个完整的模型,解释这些因素间的关系。本研究结论为以后深入研究社交平台下的价值共创与购买意愿的关系奠定基础,同时从业者也会对社交网络下的客户关系管理有更深刻的体会。

The theories in trust and value co-creation are used to analyze how electronic word-of-mouth （eWOM） affects purchase intention in social network sites （SNSs） .First of all, the research results of trust, value co-creation, and eWOM in the previous studies are summarized , from which, the key factors are identified.Further, the social communication framework is used to build an integrative model to explain how these factors interact with each other.The analysis provides an empirical ground for future research on the relationship between value co-creation and purchase intention within the SNS environment.Practitioners can also gain a deeper understanding on SNS-based customer relationship management.