正面口碑传播者的专业性对顾客再购买意愿的影响机制研究

Influence of Positive Word-of-Mouth Communicators' Professional on Customers' Re-purchase Intention

口碑传播在今天被广泛重视和运用,对顾客行为的影响作用也愈发突出,其中关于口碑传播者的专业性研究也获得了极大关注。主要基于顾客满意度和品牌态度的中介作用探究正面口碑传播者的专业性对顾客再购买意愿的影响作用,即证明口碑传播者的专业性不是直接影响顾客的再购买意愿,而是通过顾客满意度和品牌态度为中介间接影响。结果表明,正面口碑传播者的专业性对顾客的再购买意愿、顾客满意度及品牌态度均有显著的正向影响。正面口碑传播者的专业性对顾客再购买意愿的影响过程中顾客满意度的中介效应十分明显,而品牌态度在这个过程中不存在中介效应。最后根据研究结论提出了相关策略建议。

Word-of-mouth, with its great importance and widespread use nowadays , has increasingly prominent influence on customers ’ behavior , and meanwhile , research on word-of-mouth communicators ’ professional also receives great attention.The impact of positive word-of-mouth communicators ’ professional on customers ’ re-purchase intention is analyzed based on the intermediary role of customer satisfaction and brand attitudes .The results show that the positive word-of-mouth communicators ’ professional has a significant positive impact on cus-tomers’ re-purchase intention, customer satisfaction and brand attitudes.The intermediary role of customer sat-isfaction is significant while the intermediary role of brand attitudes does not exist.Some relevant recommenda-tions based on research findings are proposed.