摘要
针对网络销售的服装产品,以女性消费者为研究对象,探讨网络口碑对其购买意愿的影响效果.借鉴技术接受模型和精细加工可能性模型的相关变量,结合对网络口碑市场现状的分析,提出研究假设,进行消费者调研,采用SPSS统计软件和AMOS结构方程模型对所得样本数据进行分析,构建了网络口碑对女性消费者服装网购意愿影响的模型.研究结果表明,网络口碑信息质量和口碑来源可信度通过网络口碑感知特性的中介效应对购买意愿产生影响.
Online word-of-mouth （OWOM） affection on female consumers＇ purchase intention was studied by selecting female participants. In-depth investigations were conducted with relevant variables of technology accepted model and elaboration likelihood model, combined with analysis of current situation of OWOM market. After proposing the hypotheses, SPSS statistical software and AMOS structural equation model were used to analyze the collecting data from the investigations. Finally, a model of OWOM influence on female consumers＇ apparel online shopping intention was established. The research result indicated that the purchase intention would be impacted by OWOM information quality and source credibility through the intermediate effect of OWOM awareness.
出处
《东华大学学报（自然科学版）》
CAS
CSCD
北大核心
2015年第2期260-266,共7页
Journal of Donghua University(Natural Science)
基金
上海市教育委员会科研创新资助项目(14ZS068)
上海高校知识服务平台资助项目(13S107024)
关键词
网络口碑
女性消费者
服装
网购
购买意愿
online-word-of-mouth
female consumer
apparel
online shopping
purchase intention
